Niyo is a FinTech Startup with two main products aimed at niche audiences in India. The company has a user base of over 1 million at present and is targeting to take this to 5 million in the next three years. They have recently raised $35 million from Chinese tech major Tencent, Horizon Ventures and existing investor JS Capital in a second round of funding.
Their first product, Niyo Bharat, aims to create innovative banking solutions for the lowest strata of society — blue-collar workers. This audience struggles to get necessary financial products from banks that usually serve higher-income clientele, so with its payroll solution and other products, they are trying to drive financial inclusion and close the financial inequality gap.
With a rapid deployment into the market, the brand had suffered from neglect and needed a step back to review the overall approach of the brand and to develop a brand design with detailed guidelines to make sure that future development remains consistent and high-quality. We then used the brand guidelines to design a series of marketing collateral to assist in the roll-out of the next product stage. This included strategies for the design of social media campaigns and printed welcome packs, credit cards, brochures etc.
Following the success of the Bharat brand design work, we worked on a similar project for their latest product, Niyo Global which is disrupting the FOREX market in India with a revolutionary Global Visa Card that helps users spend outside India without any obnoxious markups and hidden fees.