Pivot like a pro

Entrepreneur Colin Hewitt, had experienced his fair share of sleepless nights as a result of managing and monitoring cash flow. It’s why he founded Float. An intuitive cashflow management tool for SME business, Float gives leaders a clear picture of business finances and scenarios so they can plan, invest and grow effectively.

The team at Float were ambitious for growth. The key to this would be a better understanding of its product-market fit and messaging the customer benefits and outcomes succinctly. Brand Insiders joined a project team of leadership, marketing, product development and customer experience to refine its positioning, review the customer journey, and redefine personas. A research consultation with customers (existing, new, lapsed, churned and trialling) helped Float tune into their pain points and motivations and achieve an effective message match in communications throughout the customer journey.

Three brand themes emerged - a better way, a clearer picture, designed for growth, and each provided rich territory for storytelling. A creative brief outlined the principles, personality and tone of voice that would guide the in-house team, and bring a new dynamism to communications.

A sonic identity was developed with composer Chris Bradley to capture the personality of the brand; confident, vibrant and honest. Animated brand idents gave the in-house team consistent assets to work with across video content.

We look forward to seeing Float grow with its customers, helping them to find their financial flow.