Hay
Hay
Words for modern banking
Hay
A new Australian banking app needed a name and brand identity that would appeal to its audience of millennials.
After a government inquiry into the misdeeds of the Australian finance sector, traditional banks were seen as unethical, untrustworthy and outdated. This new company wanted to position themselves as the antidote, using innovative technology and fair, transparent processes.
The brand had to sound friendly and approachable without coming across as flippant or irresponsible. We named the bank ‘Hay’. As well as its connection to money, the natural link to a casual greeting makes it a great choice for the audience.