The Challenge
Tandem, a finance app that helps couples build long-term wealth together, came to Sunup in need of a more robust brand identity. As the app matured, it had added features, beyond the ability to split expenses, and needed to communicate its complete offering more clearly to the market.
The Solution
Sunup codified Tandem’s value proposition around four core pillars: Plan. Save. Spend. Split. Then, building on this strategic direction, we developed a more cohesive verbal and visual identity system. Tandem’s new brand is now visually represented through shapes and patterns that give each core pillar a distinct look and feel. Finally, we brought Tandem’s brand to life across marketing channels, including an updated website and App Store.
The Results
Two months after debuting its new brand, Tandem raised its first $3.7 million from private investors and executives from companies like Tinder, Match and OkCupid while being featured in TechCrunch and other major media outlets.
“We partnered with Sunup to take our brand to the next level. That included refining our positioning and messaging, building out our verbal and visual identity, and creating a new website and App Store experience. We’re incredibly happy with the results, and we’ve received a ton of positive feedback from our customers and community. Sunup came highly recommended — and I can vouch that I’d recommend them to anyone too.”
— Michelle Winterfield, Co-Founder, Tandem
