The rebrand of a fintech
Tiimely and Tiimely Home
Fintech Tic:Toc needed to rebrand to create distance from the infamous social media platform and support the transition
from a retail-focused operation to a platform technology company.
This necessitated not only a new name but a fundamental restructure of the brand architecture to reflect the core B2B technology company and its retail D2C business.
Executed with agency partner Thinkerbell.
In the newly structured brand architecture, the platform has it’s own brand, Xapii
- reflecting technology powered by explainable AI (XAI) and its API-first approach.
The wordmark mirrors Tiimely’s double ii, offset to indicate speed and movement.
Directed the launch campaign, executed across digital takeover and organic social.
Lead on all brand, creative and design for Tiimely and Tiimely Home.
Brand direction, launch activity, identity, creative direction, advertising.
Rebrand launch video for organic social.
Production partner Motion By Design
New positioning, new creative expression.
Tiimely
In 2025, I evolved the Tiimely brand - elevating the creative expression to
reflect the intricacy of technology and the company’s updated positioning.
Leaning into technology cues and influenced by the interoperability of the platform
- applicable across industry verticals, resulted in a more sophisticated graphic style.
Directed the new articulation of Tiimely’s brand expression to reflect ‘The future of financial assessment’.
Tiimely Home, the retail home loans business, required a completely different brand world.
A digital native destination allowing customers to find, apply and finalise their home loan from wherever and whenever they choose.
As a challenger brand, it stood apart from traditional banks.
