Digital Rebrand and Project Management for a FinTech Company

Introduction

In the highly competitive financial technology sector, a strong brand identity is essential for differentiation and market success. A London-based FinTech company, experiencing rapid growth, recognised the need for a comprehensive rebrand to better align with its innovative and customer-focused approach. To manage this critical initiative, the company embarked on a digital rebrand project, engaging a Senior Integrated Freelance Project Manager to oversee the entire process from planning to execution. The primary goal was to launch the rebrand within a tight 14-week timeline, ensuring a seamless update of all brand assets across digital and physical platforms.

Overview

The company aimed to reposition itself in the market through a strategic rebrand, informed by extensive customer testing and feedback. The project was structured into two distinct phases: the Definition Phase, which focused on planning and asset identification, and the Production Phase, which concentrated on execution and rollout. The objective was to update all relevant brand assets, including digital content, print materials, and internal communications, while coordinating the launch with a strategic PR campaign to maximise impact.

Project Execution

The rebrand project began with a thorough analysis of the company’s existing brand assets, followed by the development of a detailed project plan that would guide the execution. The project was carefully managed through key phases, each designed to ensure that the rebrand was completed on time and to the highest standards.

Key Phases of the Project:

1.  Definition Phase (2 weeks):

    •  Asset Identification:

We conducted a comprehensive review of all existing assets, including social media profiles, print materials, email marketing templates, official documents, digital ads, and office decor. Each asset was catalogued, and responsibilities were assigned to ensure a clear ownership structure.

    •  Project Planning:

A detailed project plan was developed using monday.com, outlining deadlines, milestones, and sign-off processes. This plan served as the roadmap for the entire project, ensuring that all tasks were accounted for and that each team member understood their role and responsibilities.

2.  Production Phase (3 months):

    •  Content and Design Coordination:

Close collaboration with writers, designers, and asset owners was essential to align new content and designs with the rebrand’s objectives. We facilitated the creation of detailed briefs and closely monitored progress to maintain project momentum.

    •  Vendor Management:

We coordinated with third-party suppliers, including printers, to update and deliver physical collateral. This required managing timelines and ensuring that all materials met the company’s quality standards.

    •  Rollout and Launch:

As the launch date approached, we oversaw the deployment of all updated assets across the company’s digital and physical platforms. The launch was strategically aligned with a PR campaign to ensure maximum market impact.

3.  Stakeholder Engagement:

    •  Cross-functional Collaboration:

Collaboration across multiple teams, including website, marketing, and sales, as well as with external vendors, was critical. Effective communication and alignment with stakeholders at all levels, from junior staff to the CEO, were maintained throughout the project to ensure collective buy-in and smooth execution.

    •  Ongoing Management:

Post-launch, we implemented a plan to manage any remaining assets that required updates, ensuring that the brand transformation was fully realised and consistent across the entire organisation.

Outcome and Impact

The rebrand launch was successfully executed within the 14-week timeline, delivering a cohesive and impactful brand identity that resonated strongly with both existing and potential customers. The updated assets were rolled out smoothly across all platforms, ensuring a consistent and unified brand experience.

Key Outcomes Included:

• Enhanced Market Position:

The rebrand effectively repositioned the company, reinforcing its innovative and customer-centric approach within the competitive FinTech landscape.

• Increased Employee Engagement:

The rebrand process fostered extensive collaboration across the company, enhancing a sense of ownership and pride among employees.

• Seamless Transition:

Meticulous planning and coordination ensured that the rebrand launch was executed without disrupting daily operations, allowing the company to maintain its business momentum while successfully transforming its brand.

Conclusion

This rebrand project underscores the importance of strategic project management and effective cross-functional collaboration in executing a large-scale rebrand. The successful launch not only met but exceeded the company’s expectations, providing a strong foundation for future growth and reinforcing its market presence.

This version presents the project in a more structured and professional manner, focusing on the project’s execution and outcomes.

Client Feedback

The rebrand project received high praise from LiveMore’s senior management team, who noted that the rebrand was “delivered on time and was an enormous success.” The team’s “excellent stakeholder management skills” were highlighted as a key factor in gaining “full confidence that our rebrand would be delivered within the agreed timescales, to budget, and to a high standard.”

The ability to “problem solve quickly” and the willingness to “roll up sleeves when required” were also commended, particularly in relation to the successful implementation of a new CMS, which was a significant component of the rebrand. The attention to detail across both “project deliverables” and “visual improvements” was noted as being crucial to the project’s success.

Another senior team member emphasized the importance of clear communication and strategic planning, stating that the project team “hit the ground running,” built strong relationships across the business, and put together a “clear, detailed plan” that ensured the rebrand, including the move of URLs and CMS change, was completed on time. The team was described as “calm, clear-headed, and very experienced across both tech and marketing change,” leading to a seamless transition and a successful rebrand launch.