SentBe - Winning the innovation game in wire-transfer
SentBe is a rapidly growing global foreign exchange total solution company in Korea. Initially, the brand targeted foreign workers and sole proprietors with small remittance services but has expanded to offer specialized foreign exchange services for corporate cross-border payments and global remittance and payment services. To become a global fintech company with a brand identity that is easily recognizable both domestically and internationally, SentBe partnered with BAT for a rebranding initiative.
To ensure that SentBe's visual identity conveyed the trust and reliability expected of a financial service and appealed to the diverse range of cultures it serves, BAT designed a flexible and neutral brand identity that could be used universally among customers from different backgrounds. The "Sending the Future" concept was developed to emphasize financial inclusion for a wide range of people through SentBe's main service, foreign exchange remittance.
SentBe's services had previously been challenging to access for customers due to inconsistent visual elements. Therefore, BAT established guidelines to improve accessibility and user experience through the coherent use of visual assets. This included creating an intuitive symbol for SentBe using the brand name and initial 'S' to represent remittance. The logo features curved lines to symbolize the connection between technology, finance, and customers, which are integrated throughout the graphic system to reflect SentBe's commitment to promoting 'Borderless.' To reflect inclusiveness towards diverse cultures, blue and secondary color systems were chosen to convey reliability. An integrated content layout guide was also established to enhance SentBe's brand experience for customers in DA and SNS marketing.
After a successful rebranding project, SentBe and BAT collaborated on a second Integrated Marketing Communications (IMC) campaign. The campaign featured a motion-based teaser video to introduce the renewed brand message and a commercial video highlighting the differentiated services, which were distributed worldwide and garnered over 3.8 million views and app installs. Following the rebranding, SentBe has strengthened its position as a prominent global fintech company, achieving notable milestones such as Series C investment and recognition by the Center for Financial Inclusion as one of the top 50 inclusive fintech companies.
