Case Study: Rebranding a Fintech Startup for Growth (Spec Work)
“You don’t get a second chance to make a first impression — especially in fintech.” For this spec project, I reimagined the brand voice and launch messaging for a fictional fintech startup called Ledgerly — a digital expense tracking and spend control platform built for growing teams. The challenge? Ledgerly had a solid product, but its messaging was too technical, too timid and failing to resonate with its ideal users: CFOs and controllers at fast-scaling companies. Here’s how I approached the rebrand — from core messaging to launch assets. 🧩 The Brand: Ledgerly Product: Expense management + budget control SaaS Target Audience: Mid-market finance teams in the US/UK Pain Points: Manual workflows, rogue spending, lack of visibility Market: Competing with established players like Brex and Ramp 🔑 Brand Strategy Direction Old Headline: “Intelligent Spend Management for Modern Teams” New Positioning: “Get Spend Under Control — Without Slowing Your Team ...