CIGNIFI 4Flex2018-08-21T19:00:46+00:00

Project Description

The Assignment

Create a brand for a new credit scoring service. Using mobile phone data to develop credit risk scores, this new technology is changing consumer finance for emerging consumers. Over 80% of adults globally use or own a mobile phone. This technology unlocks qualified leads for credit cards, personal loans, insurance, and savings among tens of millions of mobile customers.

CORPORATE NAMING | IDENTITY DESIGN | BRAND STRATEGY | COMMUNICATIONS MESSAGING | WEB DEVELOPMENT | FINANCIAL SERVICES MARKETING

Naming

After learning that predictive analytics from cell phone usage could open the door to opportunities for underserved populations, The M-Line gathered information from three founders and three executives, and defined objectives and creative directions for the company name. The assignment was difficult as the name had to appeal to Telcom investors and end users. The company was launching in Third World countries so language, phonetics, and meaning were all important. After generating thousands of names in multiple categories, URLs were searched and the lists were edited, vetted and justified for the final selection meeting at Harvard Business School. Leading a global team of founders through exercises, discussion and reality drills a single name rose to the top. The IP attorney confirmed that our top choice was clear to go.

AMP Score

PayRisk

Pay-Vue

RepayRisk

ASPCT

PATRX

PaySight

Payvance

PreTell

RiskRange

VeraFi

Benchworth

C-Fi

Cignifi

Ficaster

Foretel

FORVU

LendCast

LoanForward

LoanValidator

PAYVU

PRDCT

PrePayRisk

Prequate

PreRate

PreVu

ScoreSight

TelliPay

Telscient

Tru-Risk

Truecept

Identity

The first country to launch was Brazil, with the warning, “We only get one chance to launch, so do it right.” The direction from the team was to design a logo that was at home in technology, was respectable in the financial world and offered the sense of friendliness that the market would respond to. In each design, we planned for an icon and animation.

The Launch

Cignifi is now changing opportunities in consumer finance by bringing next-generation credit scores to unbanked populations around the world.

Cignifi brings next-generation credit scores to unbanked populations around the world.