Earnd Ends Payday Poverty with Rebranding

Global brand company venturethree creates a new brand for Earnd – the first free product to allow people to access their pay as they earn it.

Earnd was created by Greensill, the world’s leading working capital finance provider that aims to make finance fairer for all. The product was developed through Greensill’s acquisition of UK-based tech startup FreeUp and Earnd, which is based in Australia.

In response to the coronavirus crisis, Earnd was rolled out to the NHS in March at no cost to the service or its employees. With the launch of Earnd’s brand and microsite, the app will now become available worldwide.

Waiting to be paid is a fact of life. It generates ‘pay day poverty’ costing people billions in needless interest and loan fees each year, is a leading cause of anxiety, and effectively provides employers with free credit. Less debt means less stress and makes for a happier workforce.

venturethree developed the brand strategy, positioning, visual identity and microsite. With the purpose to ‘help people take control of the money they’ve earned’, the Earnd brand is built on the belief that it is a right not a privilege to be paid as you earn.

The Earnd switch symbol represents the shift from outdated, delayed payment systems and cycles of the past, towards a real-time pay revolution. Control is at the brand’s heart, beginning with the switch symbol. The photography and art direction champions everyday people, while movement is core to Earnd’s digital experience.

Earnd’s identity and tone of voice have been designed to feel both trustworthy and authoritative for employers and revelatory and liberating for employees. venturethree created a brand system that can flex between the two audiences.

Regine Stefan-Aboud, creative director at venturethree, said: “Greensill is changing the way people get paid. We needed to create a brand as big, bold and global as the ambition behind it. And as Earnd is for everyone, we created a brand that’s flexible, warm and approachable. The Earnd switch symbol at the heart of the brand feels digital and shows how we put control at people's fingertips.” 

Joe Hyland, chief marketing officer for Greensill said: “Now more than ever there is a need to make pay as on-demand as everything else in our lives. With venturethree, we’ve created a brand that captures Earnd’s ambition and unique offer.” 

The new brand and microsite launch on 30th April 2020.