From safe blue to citrus green: How Wise rebranded to an identity that is exciting and good for its bottom line - Tearsheet

In 2023, Wise rebranded to reflect its evolution beyond money transfer services, opting for bold visuals and a new brand identity. This transformation was driven by an increased offering of products that allowed customers to hold and spend money, enhancing its outreach to a broader audience. The removal of 'Transfer' from its name signified this growth. CMO Cian Weeresinghe emphasized the importance of maintaining brand recognition and customer trust during this process, which involved extensive teamwork across various departments to ensure a unified and engaging brand narrative.

The Wise rebrand has been so successful because every part of the business feels like a vignette out of the same story.

This [maintaining brand recognition] was no easy feat, and required intense coordination and collaboration across multiple teams and channels including paid marketing, PR, CRM.

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