Mettle – Brand Creation

Objective:

To launch into the fast-growing world of UK fintech, B2B challenger bank Mettle wanted to develop a brand position and identity that made them distinct to the numerous other entrants in the space. With time pressure to launch and many potential areas to focus on, the brand needed to understand quickly through iterative research and design what it could be. 

Insight:

Interviews with UK business owners showed an opportunity to engage first time small business owners in a way other brands haven’t. Starting a business takes confidence in the face of risk and while other banks were interested in speaking to entrepreneurs after they took the leap, no one was focused on encouraging and celebrating the act itself.

Approach: 

Build a brand around the self-starters and risk takers that decide to stand out and become self-employed. Celebrate the determination it takes to start a business, establishing a relationship early in the business life cycle and adopting a similar attitude with how the bank itself is positioned.

Idea:

Mettle was born, chosen as the brand name to prominently celebrate the determination it takes to start a business. The brand’s position and identity, focused on celebrating grit and determination, guided every aspect of development – from a black and pink color palette and tone that stands out against more traditional banks, to features and a UX that backs up our claims.

Results:

Mettle’s launch in 2018 has been followed with years of steady growth – establishing the brand as one of the go to choices for small businesses in the UK.

// Agency: VaynerMedia EMEA

// Role: Head of Strategy