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Nimble logo

Creating a business brand based on UX

Brand vision, philosophy, and digital estate, for understanding the youth of today to deliver peace of mind for parents

ParentPay is revolutionising the way that young people across the UK spend and save.

Wishing to launch a parent-approved solution that provides young people with the tools to digitally track and accesses their finances, they partnered with us to build this from the ground up.

Producing all aspects of the solution, from the brand vision to physical card design, we helped to create the end product ‘nimbl’ - recently awarded Best Payments Industry Newcomer in the 2018 Card and Payment Awards and 2017’s FS Tech Awards Consumer Finance Product of the Year, for its excellence and innovation in the UK and EMEA.

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Conducting expert market research to create a quick and light solution

Tasked primarily with the delivery of a brand name, a pre-paid card and a supporting marketing website, we used market research to choose the best path in developing a solution for our target market.

Following the research, strategy development and name generation, we then also delivered the following:

  • Brand vision and philosophy

  • Logo including full brand guidelines

  • Tone of voice guidelines

  • Iconography

  • Prepaid card designs

  • Cardholder designs

  • Responsive microsite

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Collage of images relating to general icons and advertising

Nomensa have developed a brand which we are proud of, embodying everything we want our customers to feel about nimbl. If you want a brand with personality that works – you should team up with Nomensa.


Understanding the youth of today to deliver peace of mind for parents

To fully ensure user experience demands are met from the child and the parent’s perspective, we looked at behaviours and attitudes around managing children’s money, the role pre-paid money systems could play, and also gained insight to inform the development of the new brand proposition.

To collect the data required to inform a robust strategy and brand/proposition development we undertook:

  • Market Place Review;

  • Interviews with parents;

  • An online survey with nearly 6,000 responses;

  • Focus groups with parents;

  • Focus groups with their children.

Today, nimbl exists as a brand name, a prepaid debit MasterCard, and a smartphone app. It enables children to shop online, transfer money and receive balance alerts, while parents can lock and unlock cards remotely, provide regular top-ups and even set weekly or monthly spending limits.

Among 6,000 parent-users, feedback includes:

  • “It keeps my child safe when we’re apart”

  • “It’s a cornerstone in my child’s financial education”

  • “It helps my children become thoughtful spenders”

  • “It’s a symbol of financial independence and maturity”

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Let's work together

We believe that creating groundbreaking experiences that make measurable differences in the way people live takes a special type of collaboration. Our team designs impactful experiences by leaning on the variety of capabilities and expertise within Nomensa to ensure our solution is bespoke to your needs. We believe collaboration is key, let’s work together.

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Nomensa webinar: free to register. 'Foster stronger collaboration principles with improv principles' – Tuesday 25th July, 2–3pm BST with Kati Tar, Principal Experience Delivery Consultant at Nomensa

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Join Principal Experience Delivery Consultant Kati Tar for our next webinar. Kati will delve into key improvisation concepts such as active listening and fostering an inclusive environment where every voice is valued.

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