Strider

2019
The Challenge

Our client, Strider, a financial education platform turned global financial technology provider, needed a rebrand that was fresh, relevant and adaptable enough to be fitting across all the sub-brands within the business.

We partnered with Urban Java to undertake the brand thinking and roll-out. The first phase was all about research: reviewing the existing brand architecture and strategy, as well as undertaking a robust competitor analysis. In-depth interviews were conducted with Strider management, employees, clients and suppliers to get a sense of the essence of the brand.

Deliverables
  • Brand Strategy
  • Tone of Voice
  • Brand Identity
  • UX / UI
  • Development

Strider

The Challenge

Our client, Strider, a financial education platform turned global financial technology provider, needed a rebrand that was fresh, relevant and adaptable enough to be fitting across all the sub-brands within the business.

We partnered with Urban Java to undertake the brand thinking and roll-out. The first phase was all about research: reviewing the existing brand architecture and strategy, as well as undertaking a robust competitor analysis. In-depth interviews were conducted with Strider management, employees, clients and suppliers to get a sense of the essence of the brand.

2019
Deliverables
  • Brand Strategy
  • Tone of Voice
  • Brand Identity
  • UX / UI
  • Development
The Creative Idea

The framework of the logo derived from the grid system. The grid supports multiple arrangements that can adapt to different patterns, forms and sequences within its rigid framework. To us it was representative of the world of finance and technology: seemingly rigid, but with endless opportunities for innovative thinking.

Wordmark

The wordmark was inspired by a serious of strong patterns/forms based on grid permutations and reminiscent of the lowercase lettering. With their rounded corners and bold slants, these wordmarks fit in perfectly with each sub-brand and create a sense of technology tempered with human warmth.

Website

Using the new brand foundation and identity for Strider and its sub-brands, we translated the creative idea across various digital platforms, with the most important being the website.

Elements from the grid system were used to create a level of engagement and interaction and to bring to life the different sub-brands and their functions. Videos were brought in to portray each sub-brand’s distinct personality.