Scope of work

Naming, Brand Strategy, Visual Identity, Web Design

Industry

Fintech

YEAR

2021

Float came to Renga for a full brand design and website build after successfully raising a $5 Million seed round.

Details

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Building a brand for a rocket ship

Float came to Renga for a full brand design and website build after successfully raising a $5 Million seed round.
The Challenge:
Float knew they had a product that Canadian SMBs needed—a smart and simple way to manage company spending. What they needed next was a brand to tell their story. One that would engage new customers and attract top-tier talent.
Strategy:
Float’s team and product were bold. They were entering into a market no startups had ventured into before. We wanted to honour Float’s big vision while expressing simplicity and trustworthiness for the Canadian financial space. From a visual perspective, we led with a stark black and white approach with a smaller hit of colour to represent the simple utility of the platform. This left room for strong copy to showcase the clever nature of the company.  Float’s symbol was designed to convey a dynamic balance 
of power, multiplicity, and expertise. There is a sense of movement, but in an orderly way.
Float’s software introduces many important benefits for finance teams so we went to Float’s user to understand what was most important to them. The platform allowed them to be less burdened in their roles and focus on strategic tasks to help their companies grow. We used these insights to build a way of communicating that resonated with Float’s customers and expressed Float’s intention of simplifying business spending

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The challenge

Float knew they had a product that Canadian SMBs needed—a smart and simple way to manage company spending. What they needed next was a brand to tell their story. One that would engage new customers and attract top-tier talent.

Business banking as it should be.

The Strategy

Float’s team and product were bold. They were entering into a market no startups had ventured into before. We wanted to honour Float’s big vision while expressing simplicity and trustworthiness for the Canadian financial space. From a visual perspective, we led with a stark black and white approach with a smaller hit of colour to represent the simple utility of the platform. This left room for strong copy to showcase the clever nature of the company.  Float’s symbol was designed to convey a dynamic balance of power, multiplicity, and expertise. There is a sense of movement, but in an orderly way.

Float’s software introduces many important benefits for finance teams so we went to Float’s user to understand what was most important to them. The platform allowed them to be less burdened in their roles and focus on strategic tasks to help their companies grow. We used these insights to build a way of communicating that resonated with Float’s customers and expressed Float’s intention of simplifying business spending.

The Card

Although many cards are adopting the vertical orientation, it was critically important to understand the virtual first mentality that Float had. We wanted the card in your Apple Wallet to feel the same as the one that you might receive if a physical card was needed. Something sleek and simple giving you the insights you need without the noise.

Rob Khazzam

CEO of float

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Renga Inc 2022