GoTyme
Combining a transparent bank, a highly empathetic brand position, and a no-nonsense tone we unlocked GoTyme’s reach across the unbanked population in the Philippines.
Product Development
Brand System
Campaign Strategy
Agency: Dixon Baxi
Overview.
GoTyme set out to transform the banking landscape in the Philippines by prioritising customer empowerment and transparency. Faced with a financial environment dominated by traditional institutions, they introduced a customer-centric approach that values people over their account balances.
Their initiative all about cultivating financial freedom and inclusion for the unbanked.
Our challenge.
We needed to dismantle the daunting barriers that discourage the unbanked population in the Philippines. Traditional banking in the area has long been perceived as inaccessible and indifferent to individual needs – the power imbalance in the region drastically favours banks. Our challenge was to create an engaging and inclusive experience that resonated deeply with the Filipino community, making financial services attainable for everyone.
“I want to make sure I have a stable and upwards trajectory in my career.”
“I want to provide for my family and our day-to-day needs.”
“It would be good to have easy access to my bank.”
What we did.
The idea ‘Potential Unlocked’ as the central theme of our initiative. This concept embodies our mission to reinvent banking through a set of creative principles designed to integrate accessibility and understanding at every touchpoint. The result is a digital experience that is surprisingly human, geared towards a future-focused financial perspective. The new brand identity and tone of voice focus on simplicity, optimism, and local relevance, establishing a fresh, honest, and transparent dialogue with users.
The brand’s visual language puts money in motion, illustrating the fact that
GoTyme is here to help users unlock their potential by breaking
big goals down into manageable steps.
