Building Blocks for Better Banking

When the name of banking platform ModularBrand transformed into a verb widely used in the world of finance, it posed a legally problematic situation. To stand out from the category they once founded, they kickstarted an extensive rebranding process. From a new name to a revisioned brand positioning and visual identity, the rapidly-growing FinTech company is ready to introduce the world of business to the next level of modular and flexible banking solutions. The new name Tuum evolves around everything that’s at the core and center of the business. The Estonian word suits both the brand's philosophy of core financing as well as their product offering. We took the same idea and created a visual concept that’s all about movement to fuel and supercharge businesses from the inside out. Despite being rooted in finance, Tuum isn’t a bank. Tuum needed their brand identity to represent trust and stability like their category, but also spark excitement about the future of banking. Within the new identity, the module is the centerpiece: it can multiply, move and adapt according to the situation. The modules always revolve around a core to reinforce the brand promise. While the system unfolds, Tuum reveals a business’ potential. In the same way that clients build their banking solution using Tuum, the brand can now construct its own identity using their own building blocks. The processing tool enables them to create digital shapes that are always different, yet distinctively Tuum. After the rebranding, Tuum raised €15 million euro in a Series A Funding Round.