Tuum, Building blocks for better banking

Brand Identity, Strategy, Art Direction, Naming

What if your brand name turns into a generic category?

Sometimes there is a downside to being successful. Banking platform Modularbank’s brand name transformed into a verb widely used in the world of finance. This legally problematic situation kickstarted an extensive rebranding process. We helped them to stand out from the same category they once founded.

Plug-and-play banking

Modularbank is the driving force behind flexible banking systems. They don’t just serve existing banks and challenger banks, but cater to any business that wishes to quickly bring a tailored financial solution to their customers. Gone are the days of one-size-fits-all banking. Select the bricks you need and build your own plug-and-play system within weeks instead of months.

Technology at the heart of your business

We researched their values and company dynamics through serious soul searching. We found out that Modularbank knows their customer’s businesses better than they know themselves. They get to the core and infuse, fuel and supercharge businesses from within.

Modularbank is now Tuum

That was the starting point for the renaming process with Globrands. They are the masterminds behind ‘Thalys’ and ‘Flippo's’. And when they boil things down to just one word, finance becomes as easy as ABC. Tuum, meaning ‘core’ in Estonian, is a nudge to the company’s brand essence and Estonian roots.

Between bank and the future of banking

Tuum’s existing identity borrowed visual cues from traditional banking. But despite being rooted in finance, Tuum isn’t a bank. Tuum needed their brand identity to represent trust and stability, but also spark excitement about the future of banking.

Made to move

We found a solution in a motion-driven design system. The module is the centerpiece: it can multiply, move and adapt according to the situation. Modules always revolve around a core to reinforce the brand promise. While the system unfolds, Tuum reveals your potential.

Rivo Uibo, Chief Business Officer Tuum

"It was initially an impossible mission but the outcome is sophisticated, brave, and elegant, exactly describing the essence of Tuum"


Brand Strategy Brand Identity Art Direction Motion Development


Naming: Globrands

Implementation: Tuum

In the same way that clients build their banking solution using Tuum, the brand can now construct its own identity using their own building blocks. Verve equipped Tuum with a responsive identity that fits their unicorn-ambitions and functions as a blueprint for growth.