Tarlan Payments branding: a unified communication platform for a fintech company

Starting point

As the company grew, its visual and content ecosystem became fragmented: styles, formats and messages no longer formed a single system.

What we learned about the audience

Entrepreneurs, top managers and IT directors choose fintech for different reasons: for some, speed of onboarding matters, for others, reliability and integrations. Speaking to all of them in one voice did not work.

Task

Create a coherent communication platform: refresh the brand identity, develop an editorial policy and build a content structure for different business segments.

Solution

1. 01

   We kept the brand's visual code and set rules for new formats, from interfaces to outdoor advertising

2. 02

   We refreshed the brand identity: colour system, typography, graphics. At its core is the hexagon, a symbol of structure and efficiency

3. 03

   We defined the tone of voice for each audience, from entrepreneurs to top managers and IT directors

4. 04

   An editorial policy based on the JTBD approach for LinkedIn, Telegram, Instagram and YouTube

5. 05

   Concept: fintech is not about technology, it is about concrete business results

←1 / 9→

Result

• Sub-brands in the system4
• Channels in the editorial policy4
• Outcomea unified system, not just a guideline: it scales across products, countries and channels

What worked

1. JTBD approach: every piece addresses the job of a specific audience.
2. The hexagon is a simple module that is easy to scale to new products.
3. A focus on the client's business results rather than on technology.

Team

• Pavel GavrilovStrategist
• Ekaterina LoganovaArt director
• Anastasia PotapenkoProducer