We conducted a series of branding workshops with the Mobilexpense team to get to the heart of the brand’s values. By stepping into their customers’ shoes, and thinking about the problems that they were facing, we quickly realised one thing: Mobilexpense needed a more human touch.

Finance has traditionally been seen as a slightly dry field—meaning financial branding has typically been quite technical and solutions-focused. But Mobilexpense wanted to flip the script. After all, consumers don’t buy solutions for the sake of it—they buy solutions to solve specific problems that they’re personally facing. So by putting their consumers’ problems first, and then explaining how their solution helps, Mobilexpense could better resonate with their target market.

In an era where generic stock images are the norm, Mobilexpense aimed to break free from the conventional and showcase the real people who drive their organisation. By featuring their own employees in photography for the website, they wanted to give off a more approachable feeling. For that reason, we opted for custom photography where some pictures had a playful twist.

We faced a strategic challenge: how do we merge 2 products into 1 website? While we
opted for 1 strong branding, we still needed to serve two distinct target groups that needed to easily find their product.

Since Mobilexpense is a SAAS website, it needed to convert leads effectively. This led to extensive A/B testing, post-launch iterations, and relentless fine-tuning. This commitment to optimisation resulted in improved user experience and higher conversion rates.

To amplify the new visual direction, we integrated an informative explainer video showcasing Mobilexpense. Building upon the foundation of the explainer video, we spotlighted select features by crafting additional videos starring their own employees. By adding some humour and a personal touch, we created compelling scenario’s to explain specific features.

To maximise the effectiveness of their online marketing efforts, we proposed a CRO strategy that optimises both website elements and user experience. For example A/B testing different navigational options and SEO titles.

We also had to ensure that their new site, complete with its compelling narrative, was supported by search engine optimisation (SEO)—this meant conducting a series of rigorous keyword analysis sessions. To ensure a continuous growth of organic traffic, we created a thorough URL migration plan to link both websites to 1 domain.