Digital branding design agency Verve has created a new brand identity for Juni, positioning the Swedish fintech startup as the financial companion that enables ecommerce entrepreneurs to look 'Beyond'.
The redesign celebrates the challenges of being an entrepreneur and the sheer determination required to find success. This was brought to life through the redesign theme, named “Celebrate Friction”, which illustrates the friction and pressures created by the push/pull that entrepreneurs face on a daily basis. These pressure lines came together in the form of illustrations combined with photography of real entrepreneurs, authentic desks and chaotic situations.
Roman Stikkelorum, Verve’s Co-Founder and Managing Director said: “Juni is the fastest-growing FinTech startup in Europe, and we wanted to support the company’s continuing growth within the ecommerce sector and differentiate them in the saturated market of neo-banks and financial services.”
Verve created the new identity at break-neck speed, over a ten-week period, in order to meet Juni’s ambitious deadline. The new identity is bold, distinctive and recognizable - moving away from more traditional fintech brand elements and using bright colours with a distinctive visual system that mimicked how straight lines would be impacted by pressure.
“This collaboration - including working with photographer Marie Wanders - resulted in a brand that makes Juni truly stand out at every touchpoint, ready to disrupt the financial scene with a brand identity system that is as flexible as Juni’s way of banking,” continues Stikkelorum
Speaking about the partnership with Verve, Mathias Eriksson, VP of Marketing said there was an immediate connection with the agency that responded instantly to the delivery deadline that coincided with the brand coming out of beta.
“Verve has created a brand that encapsulates and demonstrates that at Juni, we truly understand the needs of ecommerce businesses.This new identity is deliberately designed to be a positive celebration of the chaos, hardship and pressure that entrepreneurs are always under,” says Eriksson. “In addition, it shows how by challenging all conventions of the industry, we can differentiate ourselves in the market and be the much-needed ally for any ecommerce entrepreneurs to survive, thrive and eventually win.”
The rebrand launched on 19 April 2022, in the UK and the EEA.