From Bankster to Kroo.
A bold rebrand for a social banking revolution.
Role
Co-founder & Chief Creative Officer at Bankster and therefore Kroo. Rebrand initiation, strategy and creative execution.
Context
In 2020, Bankster was a budding financial app offering debit cards and social spending tools to simplify shared expenses among friends and family. However, the brand name “Bankster,” initially a placeholder, did not fully reflect the company’s vibrant, collaborative culture or its vision to change how people manage money. With aspirations to expand from a niche product into a fully-fledged bank, the need for a fresh, engaging identity became apparent. Thus, we embarked on a journey to redefine the brand, culminating in the creation of Kroo.
Description
The rebranding process involved several months of exploration, deliberation, and creativity. Initially, Bankster’s minimalist black-and-white identity lacked the energy and diversity that I believed reflected our product and customer base. The new name, Kroo, inspired by the word “crew,” symbolizes a team of like-minded people working together, a nod to the app’s social, collaborative nature.
The brand transformation was not only about changing the name but involved creating an entire visual identity. Under my supervision we worked closely with an external design team that captured our vision of a colourful, energetic, and socially-centered financial experience. Through multiple iterations, the final brand package featured bold typography, playful logos, vibrant colours, and unique design elements that conveyed the values of connectivity, collaboration, and empowerment.
Impact
The rebranding of Bankster to Kroo had an immediate, positive impact on the our internal culture and external perception. Internally, the introduction of the new brand energized the team, creating a renewed sense of purpose and excitement. Externally, Kroo was enthusiastically received by our customers, investors and stakeholders, with its vibrant identity creating a more approachable and engaging image for the financial product.
More than just cosmetic changes, the Kroo brand positioned the company for growth, embodying its ambitions to become a next-generation social bank, helping customers manage their money more intuitively.