Case study: A new brand identity for fintech company launch

Case study: A new brand identity for fintech company launch
Liz Morrell is a freelance business journalist and content creator with more than 20 years writing experience, including 15 in retail and associated sectors. She is a regular contributor to MarketingTech but also covers a number of other industries in her freelance capacity. Contact her via LinkedIn or at


Creative marketing agency Brand & Deliver has created the brand identity for Pariti, a new financial service that has publicly launched this month after being in beta for a year.

Pariti is a money management app which sets users a manageable weekly spending target by connecting securely to the user’s bank accounts and credit cards to detect and forecast upcoming income and bills.

The brand identity features a bright, fresh colour palette coupled with a flying dot which is meant to signify Pariti helping users to move from one place to another on their financial journey.

“Pariti’s challenge is to stand out from an already saturated financial services market, to be a voice for simple and transparent finance and to improve real peoples’ lives with their services”, said Rob Pratt, head of design at Brand & Deliver. “The identity needed to reflect Pariti’s approach and quickly establish them as a transparent, approachable finance brand that users can trust,” he said.

Matthew Ford, founder and CEO at Pariti, said: “At Pariti we want to help people reimagine the relationship they have with their money. Having a friendly, clean and differentiated brand identity really helps us differentiate from the banks and other traditional finance companies. Our website and the Beta version of our app have already seen substantial increased uptake and customer brand recognition since the recent launch,” he said. 

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