The Brief:
Modernize Spendsafe’s brand by updating the 2021 brand book and clarifying its role in helping families raise financially confident kids in a digital-first world, anchored by a refined target audience, positioning, brand archetype, and cohesive brand house.
The Insight:
In a market shaped by a bank-owned incumbent, Spendsafe’s opportunity was to lead with agility, independence, and education rather than institutional authority.
The Strategy:
Deliberately position Spendsafe as a challenger brand (independent from banks and built for families), shifting the narrative from transactional money management to transformational financial education.
