Global Rebrand & Strategy for Wise

In the fast-paced world of finance and technology, there is a constant need for companies to evolve and adapt to meet the changing needs of consumers. One such company that recognized this need is Wise (formerly known as TransferWise), a pioneering fintech firm that aims to revolutionize the way people manage money internationally. And at the helm of their remarkable global rebrand was the renowned UK-based agency, Ragged Edge.

Ragged Edge, known for their expertise in brand strategy and design, took on the challenge of redefining the Wise brand to reflect its forward-thinking approach and global impact. The task at hand was no small feat, as the rebrand required careful consideration of Wise's core values, target audience, and the competitive landscape of the fintech industry.

The first step in the rebranding process was to develop a brand strategy that would lay the foundation for the visual identity and communication approach. Ragged Edge conducted extensive research and collaborated closely with the Wise team to understand their mission, values, and unique selling points. This in-depth analysis formed the basis for a comprehensive brand strategy that would guide the rebranding efforts. With the brand strategy in place, Ragged Edge set out to create a visual identity that would capture the essence of Wise's mission and resonate with its diverse global audience.

Ragged Edge developed a vibrant and versatile color palette that reflects the global reach of Wise and the diversity of its users. They also carefully selected typography that conveys a sense of trust, clarity, and modernity. But the rebranding efforts didn't stop at the visual identity alone. Ragged Edge worked closely with the Wise team to develop a comprehensive brand system that encompassed all touchpoints, from digital interfaces to physical collateral. The aim was to ensure a consistent and cohesive brand experience across all channels and interactions.