Juni, Celebrate Friction
Brand Identity, Strategy

Swedish FinTech Juni is ready to disrupt the banking system

Entrepreneurship is often represented as a Hollywood glamor story. But let’s be honest: it’s hard. Especially within the affiliate marketing, dropshipping or eCommerce market. That’s why the fastest growing FinTech of Europe, Juni, didn’t need any sugar-coating in its branding.

Juni raised close to €73M in an extended Series A funding round. To ensure their growth within e-commerce and differentiate them in the saturating market of neobanks and financial services, we collaborated on creating a brand that makes Juni truly stand out on every touchpoint. Ready to disrupt the financial scene.

Pressure cookers pay off

Within the fast-moving world of FinTech, you need to seize momentum. When your product is at risk of becoming a commodity, being a brand that people love is a huge differentiator. 

Verve followed Juni’s ambitious timeline to get a new brand strategy and identity up and running within ten weeks. In two-week sprints, we tackled all of the challenges of a traditional rebrand. The only way to make it work was to really immerse ourselves within the company and its clients. From qualitative interviews to an offsite in Athens, we functioned as an extension of Juni’s marketing and brand team.

Survive the daily grind

Juni wants to celebrate the friction that shapes a great entrepreneur. It takes courage, trial and error, grit and getting out of bed every morning dedicated to making this day work. There’s no shine without friction, and no multi-million dollar business without plain, hard work. That daily grind is every entrepreneur's reality.

Instead of focusing on the romantic dream of entrepreneurship, we decided to embrace the daily grind.

We created a brand blueprint based on consumer insights, the competitor landscape, and the founder’s ambitions and positioned Juni as the financial companion that knows what’s up. 

Celebrate friction

The Juni-identity is founded on pressure lines. Like entrepreneurs and their decisions, the lines are always in a state of friction. They fight to fall back into a state of chaos and maximum pressure, colliding and crashing into each other. That’s the grind of being an entrepreneur. In its assets, Juni enables you to move beyond this state of chaos and see everything clear again. 

The pressure lines can come together in the form of illustrations. Following the same principles of friction, tension, and clarity, we art-directed Idris van Heffen in creating an illustration toolkit. Combined with the photography of Marie Wanders, we wanted to grasp a snapshot of real life. We show real entrepreneurs, authentic desks, and chaotic situations.

Mathias Eriksson, VP of Marketing Juni

“We have created the foundations for a world-class brand. I’ve never seen a process that has been this decisive, professional and quick."

Part of the pack

Juni knows what’s up because they’ve been in their clients' shoes. Being three founders and ambitious entrepreneurs themselves, they encountered many setbacks and roadblocks before they turned into the fastest growing FinTech of Europe. These hick-ups create a connection, which they’re eager to build out into an engaged community. They want to put e-commerce entrepreneurs on a pedestal.

Armed with a tone of voice that’s all about talking from one entrepreneur to another, we skip the bullshit lingo and focus on bonding. 

Bye bye banks

As a financial companion, Juni is ready to disrupt the industry. They challenge all conventions and make sure they’re the much-needed ally for any e-comm entrepreneur. Their brand is made from the inside out. Whether it’s in the product or on a billboard, we made sure they have all the tools they need to conquer the world of e-commerce while building a tight-knit community along the way. 

Client
Juni
Services
Strategy & Positioning
Brand Story & tone of voice
Art Direction
Brand Identity
Motion
Collaboration

Photography: Marie Wanders

Illustration: Idris van Heffen

Juni raised close to €73M in an extended Series A funding round. To ensure their growth within e-commerce and differentiate them in the saturating market of neobanks and financial services, we collaborated on creating a brand in a 10 week timeframe that makes Juni truly stand out on every touchpoint.