Consumer fintech app rebrand

Client. Singapore fintech with a consumer savings app preparing a name and visual refresh before a feature release. Teams across support, compliance, and partner operations.

Challenge. App Store assets, support scripts, and partner portals had to change on the same day without staff improvising answers. Compliance required every customer-facing sentence to map to approved product facts.

What we did. Positioning document with a compliance table (claim, evidence, approver). New identity: app icon, colour tokens for the UI team, marketing lock-ups. Staff rollout packs went out before the public announcement—manager one-pagers, helpdesk FAQ, intranet blocks, and chat hold scripts.

Deliverables. Positioning PDF, identity files, App Store copy variants, staff FAQ, manager sheets, partner advisory, and rollback wording if release timing shifted.

Outcome. Public launch proceeded on the agreed date. Support and compliance signed off the same FAQ text customers eventually saw. Case details are anonymised; we do not publish download, revenue, or ticket-volume figures.

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