Ragged Edge recently rebranded UK's first FCA-approved automated financial advisory app 'Multiply.' Multiply understands that money can affect how people feel about themselves, so the rebrand reframes financial planning from net worth to self-worth, with a rallying cry for people to invest in themselves.
"By reframing financial planning as less about net worth and more about self-worth, we wanted to rally people to invest in themselves," said Max Ottignon, co-founder, Ragged Edge. "So Multiply asks you to 'make more of yourself.' And the brand seeks to combine tough love for those who need it with a human empathy that empowers people to act."
Ragged Edge brought Multiply to life with a straight-talking tone of voice and black and white color palette, paired with lots and lots of rabbits, allowing for hard-hitting messages while retaining a sense of playfulness. "Multiply. Rabbits. It just made sense," Max explained. "But the rabbits have a strategic role. They let the brand deliver hard-hitting messages while retaining a sense of playfulness designed to keep people engaged over the long-term."
Ragged Edge worked closely with the Multiply team throughout the process, delivering a new visual and verbal identity (including hundreds of rabbit illustrations) that would scale internally and externally, and across a full range of different channels, from the product right through to communications.