The challenge
Speaking with the founders got us excited to collaborate and essentially contribute to a greener planet.
The first challenge was that the level of awareness about green asset investments was considerably low when compared to other investment options.
Another challenge was that the brand couldn’t communicate its core values and mission of investing with its target audience, which resulted in a disconnect.
This is where the story of Daji started.
- Establish Daji as a climate-conscious brand, that enabled users to invest in green assets, while earning returns.
- Build a fresh brand identity and experience in a lesser-known marketplace in the Fintech domain.
- Help users connect with the sentimental value of the company.
- Define distinct and competitive advantages of Daji that would set it apart from other Fintech platforms in the market.
Our approach
With our challenge set for us, the team at Pineapple began conversing with the founders to get an insider's view of the thought process behind the brand. We also interviewed existing platform users to understand their perceptions of the brand, in contrast to its competitors.
Additionally, we conducted extensive secondary research to understand market expectations and opportunities for Daji.
We formulated a robust brand strategy to holistically position Daji as a leading green asset investment platform. It included a redefined brand narrative, traits, verbal identity, logo design, and custom illustrations.
- Secondary market research
- Brand audit
- User personas
- Brand archetype
- Brand Narrative
- Brand traits
- Wireframing and prototyping
- Brand identity design
- Logo design
- Verbal identity
- Website UI design
- Custom illustrations
Ambiguous brand identity. Largely unrecognized in the market. Complex communication style. Low levels of trust and security.
Go-to green asset investment platform with rich security. A people-centric brand experience. Visually enriching and scalable brand.
User goals and features
Capital Conscious Investors
Users who are experienced in investing, primarily in more established schemes. Interested in directing some of these investments to new initiatives such as green assets. They are inherently driven by financial goals such as maximizing profitability.
Climate Conscious Investors
Young, environment-conscious investors who are committed to investing in assets that contribute to environmental sustainability and growth. Relatively new to investing while wanting to earn money.
Branding
Based on our robust brand strategy, we developed a refreshed brand narrative that featured the brand’s traits, word associations, brand voice, tonality, a captivating color palette, a new logo, and eye-catching illustrations.
Daji’s logo is custom-built to represent the merger of capital and climate, the union of which gives rise to a new-age investment option - green asset investments. The logo symbolizes a butterfly that is indicative of nature and the butterfly effect, where a simple investment can yield big rewards for the environment.
The color palette for Daji aligned with the brand’s key messaging. The purple was used to convey sophistication and luxury, ensuring clients feel valued and distinguished. Teal added a sense of tranquility and stability, which reflected the brand’s commitment to a calm and reliable investment environment, establishing trust. White signified modernity and peace that underscored Daji’s dedication to transparency and simplicity. Using Pangea conveyed global unity and a comprehensive approach. PP Mori signified luxury, craftsmanship, and a blend of tradition with innovation, creating an expansive and refined identity.
Although Daji’s appearance was made to be quirky and welcoming, Pineapple aimed to balance this approach by infusing a natural touch to align with Daji's identity as a green asset investment platform. This was achieved by incorporating elements such as illustrations and patterns that helped to create the desired and distinct earthy tones and textures. We created a unique chalked illustration style for Daji, with earthy brand patterns.
Daji’s approach is not just showcasing information, but always inculcating storytelling. This makes the brand stand out while creatively communicating environmental impact, along with investor profitability. We leveraged the use of custom brand illustrations throughout the page.