Backbase
Making a fintech brand customer-centered
Client
Backbase is a leading fintech software company, empowering banks and financial institutions across the globe in their digital transformation with Software as a Service (SaaS). Visit site: backbase.com
Challenge
Since being founded in 2003 Backbase has seen stellar tech development and massive growth of sales and operations towards a multi-billion valuation and industry leading position. Meanwhile, the Backbase Brand and storytelling had received less attention. Our challenge was to review and activate the Backbase brand to lift it to the level of their award-winning digital products and services.
Work
We started at the very core by formulating Backbase’s Purpose - it’s intended impact in the world beyond making profit. We decided to visualise this by showing a few faces of the many millions of end users who use Backbase products every day to control their finances. We asked real humans on the street (not actors): “What do you think about, when you think of money?” and captured a wide range of thoughts and emotions, from stress and fears to hopes and dreams.
At the annual conference ‘Backbase Connect’ CEO and founder Jouk Pleiter, revealed the resulting video as the company’s “north star” - it’s long-term guiding principle - showing that Backbase places real human needs at the heart of their company. To emphasise this message, all event- and company communications (banners, magazines and websites) were redesigned to show real humans and the phrase “Become the bank that people love”. To ensure maximum impact we also created the remaining video package for the event and directed the event technicians (lighting, sound and special effects).
Impact
Towards the 1.500 event attendees (C-level executives of banks and financial institutions) - Backbase’s clients and prospective clients from around the world, the brand message and event repositioned Backbase as a customer-centered solution and placed them in an industry leading position. Backbase’s CEO and his teams received praise from prospects, clients, team members and press and closed a record amount of deal volume following the event.
Testimonials
“Elwin and his team did a great job helping us to move our internal and external communications / story telling to the next level. Keywords: Smart, Empathy and Passioned about the work they deliver.”
- Jouk Pleiter, Backbase CEO & Founder
“Elwin is a one-of-a-kind brand and overall marketing strategist whom I can highly recommend after having been a client multiple times. He will simply not stop until he gets to the essence of what you're trying to achieve and the purpose it serves. In his own unique way - he will challenge you to be more crisp than ever before - and take the leap forward to bring it to life in an "out there" and differentiating approach. Want to stand out and have fun while building together? Seek no further. He's your guy!”
- Tim Rutten, Backbase SVP Strategy
Strategy & Project Lead: Elwin Stevelink
Film Team: Mark Magellan, Saulo Jamariqueli, Luca Sammuri