Branding Services & Web Redesign for FinTech Startup
- Branding
-
Brand messaging
+2
- Confidential
- May 2019 - Ongoing
- Quality
- 5.0
- Schedule
- 4.5
- Cost
- 4.5
- Willing to Refer
- 5.0
“Whenever they said they’d deliver something, they did.”
- Financial services
- Germany
- 51-200 Employees
- Phone Interview
- Verified
Wunderdogs revamped a FinTech startup’s brand identity. They did a brand audit and then delivered a brand book, design language, and various templates and marketing collateral. They redesigned a WordPress site.
The modern site and collateral have garnered praise from management and investors, while the professional external representation has fostered renewed pride amongst internal stakeholders. Timely and receptive to feedback, Wunderdogs understands the unique needs of startups. Costs are reasonable.
A Clutch analyst personally interviewed this client over the phone. Below is an edited transcript.
BACKGROUND
Introduce your business and what you do there.
I’m the VP of marketing for a Berlin-based FinTech startup that automates accounting for small businesses and their tax advisors. We have around 150 employees right now and mostly operate within Germany, but we’re looking to expand to other markets in Europe eventually.
OPPORTUNITY / CHALLENGE
What challenge were you trying to address with Wunderdogs?
We were in the process of completely overhauling our brand identity and internal and external collateral, like presentation and document templates, stationery, and so on. We were also rebuilding our entire website to better explain the product and value proposition, while maintaining a more visually consistent and elevated representation of everything.
Before working with Wunderdogs, we had a very basic logo and font as well as colors and branding. We didn’t have a thoroughly defined branding architecture that could be easily shared and applied within the company and with outside vendors.
SOLUTION
What was the scope of their involvement?
We worked with Wunderdogs on revamping our brand identity and look. They also helped us build our website. We provided wireframes, design requirements, and copy, and Wunderdogs built out all of the different assets required. They also helped us implement those in WordPress.
They started off by doing a brand audit. They interviewed a couple of our stakeholders to gather information about how we saw the brand, the market, and our target customers. They did competitive research and pulled all of that together to describe the status quo and derive certain recommendations. In the process of reviewing that, they turned those recommendations into different design explorations. We made a couple of revisions and decided on one.
They started developing the first part of our brand book, and, based on that, we built out certain deliverables. We started with high-level web design and revamped some of the initial pages using an iterative process. Eventually, we built out all of the pages, implemented them, and went live.
From there, Wunderdogs built our Google Slides presentation template and a couple of smaller stationery collateral and templates. They helped us define the visual representation of our brand. We kept the logo but introduced a new font and colors, as well as a whole new visual illustration style. They proposed a modern and graphical illustration style and created our design language. All the applications are defined in the brand book at a high level, with fonts, colors, logo imagery, and illustration style. It’s a 30-page document with visual applications of how we’d design business cards, letterheads, and other stationery items, along with presentations, banners, billboards, and so on. They didn’t build out complete templates, but they illustrated the rules of what digital and physical use cases would look like, so that we can implement them ourselves using any agency.
On the website, they created a consistent look and feel that uses a lot of white and illustrates some abstract concepts, such as saving time with accounting standards compliance, peace of mind, and so on. They helped us keep these items approachable but still a bit more sophisticated, and they developed a couple of elements that we now use throughout our design, especially on the website, namely an outline illustration style that we use on all headers. There’s a more graphical style for all the benefits and product illustrations, which helps us show off screens or parts of screens to illustrate the actual product. Wunderdogs’ key contribution here was developing this design hierarchy and style and applying it to everything that was already there, and then helping us implement it from a technical standpoint.
What is the team composition?
There were 5–6 people working on our project overall, and we mostly interacted with two people. Olga (Co-Founder & COO, Wunderdogs) was our main point of contact and worked with a couple of illustrators and a developer. Oliver (Head of Client Services, Wunderdogs) joined later to help us with some of the planning and project management. There was another person involved in the Google Slides part of the project.
How did you come to work with Wunderdogs?
I went to business school with Daria (Founding Partner, Wunderdogs), and I originally approached her asking whether she’d have any recommendations on whom we should work with. Given that we were in Berlin and they were in the Bay Area, they weren’t my first choice. I thought it’d be easier to have a local partner than one across the world, and I also assumed that, because of their location, they’d have higher prices than those of our local market.
Wunderdogs gave us competitive pricing and a short turnaround time. We started with a short, low-risk project, the brand audit, and their work was very convincing.
How much have you invested with them?
My company spent $20,000.
What is the status of this engagement?
We started working with Wunderdogs on the brand audit in May 2019. We decided to work on the website in June and July. All of the initial projects are finished, and they’ve delivered everything we wanted.
We’re still using them for graphic design as needed. They developed our design language, so if we introduce a new feature or need more sophisticated applications, we use Wunderdogs instead of our in-house design team.
RESULTS & FEEDBACK
What evidence can you share that demonstrates the impact of the engagement?
Everyone is happy with the outcome, and we have received great compliments on the website and the brand book from company management and even investors. It was quite a change from what we had previously. The website is fresh and modern, and it has a unique design language that everyone in the company can use to get started on their own content. The quality and value for money were excellent, compared to other agencies we’ve worked with, which would’ve probably charged 50–100% more for the same project, and wouldn’t have been as easy to work with. Our internal team feels prouder to work for the organization because our external representation is much more professional.
Wunderdogs’ team members are like colleagues that sit on the project with us. We can just email them and ask for something, and they’re always responsive to feedback. They’re friendly, and I’m looking forward to continuing working with them. We see everything going in the right direction, and the company’s growing rapidly, but it’s hard to measure how much Wunderdogs has contributed to this.
How did Wunderdogs perform from a project management standpoint?
I was impressed by how fast the turnaround time was. We almost couldn’t keep up with their proposed pace of providing feedback items, briefs, and other parts, especially when building the website.
They worked fast and had people all over the US and Europe, so there was always someone working in the right time zone. We’d assign them something before we left the office, and it got done by the time we got back in the morning. Whenever we had feedback or a request, they turned things around quickly, and they were very organized in terms of what was missing, what deliverables we should expect, and what feedback loops we had. They were proactive, organized, and honest. Whenever they said they’d deliver something, they did. I never had to send them an extra email asking for something.
What did you find most impressive about them?
They act like a startup, in the sense that there’s very little overhead, and we get to interact directly with the people working on our project. What impressed me the most was that I could ask them for an illustration, get it back that same day or the next, give them feedback on what I liked and disliked, and get an update a half-hour later. They’re not only fast, but also reasonably priced. Whenever we had to prioritize something or meet a tight deadline, they delivered good quality and worked within a reasonable number of billed hours.
They understand the needs and dynamics of startups. They’re not an agency that just serves multi hundred-thousand-dollar accounts, where everything’s complicated, takes a lot of time, and is expensive. Wunderdogs understands the way we work and the tradeoffs that come with running a startup.
They have an 80–20 approach of getting things done now and revamping in a few months if the product or the strategies change. We didn’t have to explain how we’re different from a corporate customer with a 30-person marketing team and different processes and budget constraints. They got us from day one, and I found that to be very helpful.
Are there any areas they could improve?
They started structuring their project management differently, introducing someone to oversee the outcome of the deliverables and timelines as a core role. That person served as the main communicator, allowing the creative designers and executors to focus on their work. In the beginning, it seemed a little more chaotic, and we didn’t know who was working on what and what timeliness they had. Over the last couple of months, we had someone to manage expectations. I don’t think there’s anything else they haven’t addressed.
Do you have any advice for future clients of theirs?
I recommend having an initial rapid prototyping session with them, depending on what the client needs. For us, it was a brand audit with high-level design directions for us to consider. They got back to us with how they saw us and our market, and where they thought we needed to go.
Doing a rapid exploration before committing to multiple deliverables and projects is very helpful; it can build trust and a consistent language. Doing so also provides a sense of whether they’re the right partner before getting halfway through a project and realizing they don’t understand your vision or what you’re trying to get out of the project. It can help the client structure their own thoughts and be more disciplined and specific about what they want. Wunderdogs asks all the right questions, which helps the client clearly communicate what they need.
RATINGS
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Quality
5.0Service & Deliverables
-
Schedule
4.5On time / deadlines
-
Cost
4.5Value / within estimates
-
Willing to Refer
5.0NPS
