About Ring Twice
A handy neighbour is better than a distant friend. With Ring Twice, help is never far away. Because everyone’s neighbourhood is full of hidden talents, from handymen over babysitters to piano teachers and green thumbs. Ring Twice is a European peer-to-peer platform for neighbours who enjoy helping each other out. It currently has over 500,000 users.
The soul
We instantly noticed that the core team of ListMinut, as Ring Twice used to be called, was (and is) very much driven by a genuine belief in the connecting power of neighbours helping each other. Strangely enough, there was little of this optimistic attitude to be found in the former brand identity. ListMinut was a functional brand, with a functional name and ditto visual identity. A striking contrast to the enthusiasm of its founders and the energetic team behind it.
Our strategic recommendation for the rebranding was to focus on exactly that: optimism, and the shared belief in ListMinut as a social glue. In other words, we wanted to make the brand come across as just warm and positive as the people who help make it all happen.
The voice
It’s always a good sign when the doorbell rings twice. It’s a reassuring sound that says: 'You know me, I know you, and I mean well’. As a name, Ring Twice wants to evoke that very same feeling of trust and positivity, referring to the bond between two people who help each other in need.
We defined the new brand personality and tone-of-voice as 'optimistic', 'enthusiastic' and 'witty', showing faith in humanity without cynicism or irony. Nothing but positive vibes, drive, and tireless energy.
The face
The logo features two almost round dots in warm, human colours – referring to the two people Ring Twice brings together each time the platform is successfully used. Instead of being geometrically perfect circles, the dots are organic, just like people and the relationships they form. Indeed, by connecting neighbours, Ring Twice helps communities come closer together.
In addition to being a symbol of connection, the dots form a colon. After all, the brand is never an end point, but rather the beginning of new commitments that sometimes even turn into friendships.
