Brinks

Financial + Technology

The king of cash.

As the undisputed leader in cash management, Brink’s Complete and 24SEVEN have combined the best of their hardware and software into an all-in-one, turnkey subscription service to meet their evolving customer needs. Even with strong brand recognition as a company with more than 160 years of expertise, Brink’s needed to bring their digital presence to the modern age, and they partnered with 50,000feet and Dunn Solutions to design and develop the right way forward.

Insights

An industry-wide stereotype weighed on the Brink’s brand, suggesting that only heavily armed, military-style security guards transferred cash in bulky armored trucks. The reality is that with each technological advance, cash management has become more sophisticated and secure than ever before. Together, we needed to bring awareness of the expanded benefits that today’s cash management provides beyond traditional handling methods. Out of our initial conversations with the Brink’s team, we uncovered that customers wanted to manage cash as easily as credit but at a lower cost.

Idea

50,000feet and Brink’s realized a website redesign would effectively refresh the company’s voice and visual expression while appealing to new generations of digital-first customers. Driven by a strategic framework, we re-introduced the brand with a bold look and feel, as well as refined messaging, that reflected a future-focused and digital-forward financial technology company.

Impact

The new website now features engaging content, an authentic look and feel with a custom icon library and a clear user experience. With a strategic design architecture, Brink’s is primed for global expansion, holding the elements needed to quickly and easily create additional cohesively branded websites for more than thirty international business units.

To help illustrate the integration of Brink’s Complete and 24SEVEN, as well as the brand elements of safety and security, 50,000feet developed a clean and sculpted iconography system. The pictograms serve as a foundational building block and language-independent storytelling device to show how Brink’s subscription service solves customer needs, and a full suite of icons incorporates additional solutions and business units.