Gretel’s identification for Have a tendency brings feelings and well-being into trendy banking
Officially launched in the United States and Mexico, Tend offers a membership model that combines financial technology with social interaction to make the access, movement, and growth of people’s money “easier, faster, and more human.” Gretel’s brand identity breaks with traditional banking services and positions Tend as trustworthy and inspiring.
“Banking is emotional,” says Gretels Strategy Director Daniel Edmundson, needs to focus on optimism and a more inclusive approach. ”
Gretel relied on Trend’s vision around community, co-creation and financial rewards, with the resulting design being colorful, confident with warm and bright colors and a bold but friendly typography. It’s a stark contrast to the usual blues, greens, and blacks that dominate the fintech sector.
“This idea makes the pursuit possible for everyone with a lot of money,” says Tend CEO James Dunavent, “even small financial rewards can improve your life a lot and over time tip over into the positive spectrum.”
You could say that this feeling of well-being can be summed up in the name of the brand. “The name Tend is particularly special,” says Edmundson of Gretel. “It perfectly fits the purpose and voice of the brand. It’s active and conscious, warm and welcoming, it implies caring for something other than yourself, and nods to a general sense of growth and progress. “
The community-oriented aspect of the platform also inspired Gretel’s entire design system. It uses three simple lines, grouped in a T-formation, as a metaphor for the community that Tend builds: “Tend brings people together to get the most of their financial lives together by joining,” adds Edmundson added. “The T can connect indefinitely with other lines: this is a visual representation of Trend’s growing, interwoven network of members.”
Andrea Trabucco-Campos, Creative Director at Gretel, adds: “We didn’t shy away from a strong visual and linguistic personality so that Tend doesn’t immediately feel like a bank, because it isn’t. The core ideas that drive identity are growth and connection. The growth that comes when you join a community of like-minded, honest people who are willing to listen and meet your needs and join a conversation. “
Gretel’s identity for Tend has expanded from app UI and website design to debit cards and marketing assets from printed matter to digital advertising, from illustrations to photo jobs.