Brinks
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.
Website
Brink’s worked with 50,000feet to reimagine its website, refining both its messaging and look and feel to represent a trusted yet modern financial technology and cash management company. We created a user-driven, consistent experience that shares the Brink’s story, driving positive interactions and lead generation with customers, prospects, employees and investors. We developed a templated approach to provide Brink’s a scalable and consistent way to roll out the refreshed presence to more than thirty countries.
Iconography
Photography
50,000feet art directed and photographed world currencies to create unique image assets that highlight each country's heritage, as well as Brink’s position as a leading global business. Each bank note celebrates cherished leaders, anniversaries and historical accomplishments. Capturing several compositions of each note assembled a broad image library for each of Brink’s 33 international business units to speak directly to their respective customers.
Corporate Communications
50,000feet developed templates to clarify corporate communications messaging and bring visual consistency to sales decks and product sell sheets. Because the Brink’s Complete strategy offers the potential to bundle several products and services, the communication pieces help focus the customer on the solution offerings, providing detailed specifications as appropriate.
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