The first of its kind, Xapo is a fully-regulated bank based in Gibraltar, integrating Bitcoin with traditional currency.

The Xapo Bank app acts as a sleek gateway to cryptocurrency whilst providing the familiarity and stability of a normal checking account. The best of both worlds: Xapo empowers customers by seamlessly and securely integrating all their funds in one place.

The Brief

Xapo approached us while they were in the process of acquiring their international banking licence. The everyday banking feature was a more recent development, as Xapo initially started as a Bitcoin app. Our goal was to reposition the brand to be seen more as a bank.

Therefore, we had to design and build a website that was customer-facing and able to gather data and create momentum from those looking to join. We also owned the design of all email marketing material, fluid campaign landing pages and social ads.

The Challenge

Xapo was already known as a Bitcoin app, with its users already having deposits in crypto. In appealing to new customers who were interested in moving to the bank, there was a slight shift in the target audience - meaning there was also the prospect of Xapo’s original users feeling alienated. It was down to us to communicate the change and ensure the existing customers were still included and taken on that journey and migrated over to the new channel of the business.

The Process

Working in partnership with Xapo’s in-house marketing team towards their key objectives, we began by deepening our understanding of the competitive Fintech space, reviewing all major banking apps such as Monzo, Starling, Revolut and Nu Bank.

As there was an existing brand and legacy website in place that needed updating, we used our findings to dictate style direction from language, design, illustration and animation. We then worked closely with Xapo’s development team to map out and build our website designs.

By segmenting their audiences, we nuanced the brand styling to suit every type of customer.

The Results

Our work on Xapo meant their in-house marketing team was able to make accurate decisions based on brand, design and marketing activity. Our research into the competitive landscape was actually used as a benchmark for creative and overall strategy moving forward.

Since designing and building a full website, the Xapo teams have a new digital style kit with ways for the new branding to be applied to the website and app.

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