Blossom, a fintech poised to disrupt how Australians save, faced the immense challenge of competing with established, multi-billion dollar banks. Our mission was to create a unique brand identity that could captivate a younger generation in a category often perceived as mundane. We needed to build a brand that could cut through the noise, build trust, and drive explosive growth on a very limited marketing budget.
The primary challenge was launching a new fintech against Australia’s banking giants. We had to overcome immense market disparity and find a way to make the act of saving feel compelling to a younger audience typically disengaged with finance. The brand needed to build immediate trust and attract a significant user base from day one, all while operating with a modest budget that was a fraction of its competitors’ spending.
Our approach was to build a purpose-driven brand based on shared values. Research revealed that Blossom’s target audience cared deeply about female financial empowerment and environmental impact. We created a warm, earthy, female-oriented identity that stood in stark contrast to the cold feel of traditional banking. The core strategy was to reward saving by planting trees in bushfire-affected areas, turning a financial goal into a tangible act of good and fueling rapid, cost-effective growth.
On a tiny budget, CUT THRU created a brand and strategy that brought in $14m in our first 14 weeks of operation.Gabi Rosenberg, Founders, Blossom
We created a warm, earthy, and female-oriented brand that stood in stark contrast to the cold feel of traditional banking. The core of the identity was built on a shared value: rewarding saving by planting trees in bushfire-affected areas. This transformed a financial goal into a tangible act of good, creating a powerful emotional connection that resonated with a younger audience and fueled rapid, cost-effective growth from day one.
