Money transfer service WorldRemit had grown rapidly since its launch but its brand identity had not kept pace.
The company needed a brand that communicated the vibrancy of the service while retaining the trust of its 3m customers worldwide.
Opinium worked closely with the brand team within WorldRemit and the branding agency to develop a methodology that would provided actionable recommendations.
The first stage involved explorative research with current and prospective customers across multiple markets, comparing the performance of three creative routes against key diagnostic measures such as “stand-out”.
The findings led to adaptations of the preferred route and these were then validated in a follow-up study to ensure the amendments had been successful.
The research project provided peace of mind that the new brand identity would be successful in its strategic aims.
But it also led to important adaptations that ensured the brand would still be trusted to handle users’ money safely and securely.
The new brand identity launched successfully in 2019 with a range of above-the-line advertising campaigns.