Starling to Re-brand and Outline New Objective: Simplifying Finance Management for Everyday Use
Starling Bank, a leading digital challenger bank in the UK, is set to undergo a significant rebrand later this year. The bank's new brand platform, "Good with money," is aimed at revolutionising the UK's relationship with money and promoting financial wellness.
As part of this rebrand, Starling has made four senior hires to bolster its in-house marketing team. These directors bring a wealth of experience from esteemed organisations such as BBH, Wieden+Kennedy, Wolff Olins, and Conde Nast. Although the individual names of these hires were not disclosed, their backgrounds suggest a strong boost in marketing and creative capability to deliver the new brand message effectively.
Two new agencies have also been appointed to collaborate on the rebranding: The Sunshine Company, serving as the brand and creative partner, and Wolff Olins, responsible for refreshing Starling’s visual identity, including updating the logo, colour palette, and app design.
The Sunshine Company will oversee a series of creative campaigns across both owned and above-the-line media channels. Meanwhile, Wolff Olins' role includes a comprehensive overhaul of Starling's visual identity, aiming to create a more modern and user-friendly look.
A new media agency is set to be announced soon to further enhance the media strategy supporting the rebrand.
Starling's new brand platform, "Good with money," is part of the bank's mission to encourage customers to take active control of their finances. To facilitate this, Starling has launched a new platform called 'Good with money,' and recently introduced Spending Intelligence — a UK-first banking feature that lets customers ask questions about their spending habits.
The rebrand reflects Starling’s mission "that one day, everyone in the UK will have a healthy relationship with their money." By drawing inspiration from wellness and sports brands, Starling aims to make money management an everyday action that improves wellbeing.
With the rebrand, Starling is encouraging customers to use its in-app features and tools for money management, as it strives to change the UK's relationship with money and promote financial wellness.
[1] Starling Bank Press Release, [URL] [2] Starling Bank Spokesperson, Personal Communication, [Date]
In the context of Starling Bank's rebranding, technological innovations will play a significant role in enhancing the bank's digital features, such as the updated app design and the introduction of Spending Intelligence – a UK-first banking feature that offers insights into spending habits. Additionally, the bank has appointed two agencies, The Sunshine Company and Wolff Olins, to leverage their expertise in marketing and visual identity, aiming to foster a business relationship that reinforces Starling's mission to encourage financial wellness and promote good financial habits.
