Objective:

RTGS.Global’s innovative technology gave it the opportunity to challenge the historically slow moving wholesale finance sector by offering instantaneous cross border settlement. However the complexity and culture of this specialised sector meant raising the awareness of the brand was challenging. To drive engagement and subsequent adoption of their innovative technology, RTGS.Global looked to refine their position and brand within the market.

Insight:

Wholesale finance is a complex sector that operates on reliability and risk aversion. Moving money between countries for large financial institutions takes up to days and requires banks to keep capital on hand to mitigate default risk. Instantaneous transfer would change this, but despite the value of the innovation, the brand was seen as an infrastructure cost, not an innovation opportunity. Innovation requires you to act now, infrastructure allows potential clients to wait and see.

Approach: 

Build a brand for RTGS.Global that repositions it as innovation instead of infrastructure – creating an urgency to trial the technology. Shift the focus of the brand from the past and which technologies it outperforms, to the present and future through reorganising benefits around scalability and opportunity. RTGS settles currency cross border today, but it could do even more instantaneously tomorrow.

Idea:

RTGS Global – “Built for Now, Designed for What’s Next” a brand position which shifts towards the future and innovation. Instead of just trying to justrying faster settlement of currency, highlight it as the first opportunity of many. Adopt the tone, language and visual identity of a technology firm, not a financial infrastructure company.

// Agency: We Are Rival

// Role: Co-Founder / CSO