Client
Camino (SaveX)
From Saving to Thriving: How Camino Inspires Financial Journeys
Release Date:
Stage
Industry:
Service
Aligning Brand Identity with Mission
SaveX had the ambition to offer a unique “save-as-you-go” solution, helping users save and take steps toward their desired products and goals. However, their brand name and identity didn’t capture this essence. The placeholder name “SaveX” was unremarkable and failed to inspire trust or connection with their audience. They needed a brand that clearly conveyed their mission and the emotional journey they were enabling for users.
Missalgined Brand Postioning
Disconnection Between Name and Purpose:
SaveX’s original name did not reflect their mission to help users make incremental progress toward their goals, leaving both the team and audience feeling uninspired.
Scaling and Expansion:
Without a strong, resonant brand identity, SaveX faced challenges in scaling and expanding into new markets.
Customer Engagement:
The brand struggled to emotionally engage users and create a meaningful connection that would drive customer loyalty.
Differentiation:
In a crowded fintech space, SaveX needed to stand out and clearly communicate its unique value proposition to its target audience.
Crafting Camino – A Brand Built on the Journey
Iaculus led SaveX through five comprehensive workshops designed to uncover their brand’s core values, refine their customer development insights, and hone their market differentiation. The goal was to co-create a name and identity that would align with their mission and resonate with their audience.
Brand Renaming: Through a collaborative process, the name Camino was chosen. Inspired by the Spanish word for "journey," it perfectly reflected the fintech’s mission of guiding users toward their goals, step by step.
Brand Positioning & URI (User Resonated Impact): The positioning of Camino focused on being a financial guide that empowers users to take control of their savings and move toward the life they envision. We crafted a positioning statement that spoke directly to their users' dreams and aspirations.
Workshops & Core Values: We helped the Camino team redefine their core values, centering around empowerment, progress, and achievement. These values now inform every aspect of their product development and customer messaging.
Services Provided
Brand Renaming
Brand Strategy
Customer Development
Brand Positioning
Workshops
Differentiation Strategy
Messaging
URI (User Resonated Impact) Startegy
Stronger Brand Alignment
The new brand, Camino, was designed to emotionally connect with users and inspire them to take control of their financial journey
Stronger Brand Resonance: The new name and identity created a clear sense of purpose and vision for both the team and their audience, aligning everyone around the brand's mission of guiding users on a journey to financial success.
Enhanced Customer Connection: Users immediately felt a stronger connection to the brand, with the new messaging and visual identity reflecting their aspirations and making them feel understood and supported.
Future-Proof Strategy: Camino now has a solid foundation to build upon, with a clearly defined brand that is positioned for growth, allowing them to scale effectively and expand their product offerings.
Audrey
Co-Founder of Camino
