Zempler
Making money simpler
Originally called Cashplus, Zempler was one of the first digital banks in the UK. Profitable and proven, it was quietly powering thousands of small businesses. While the products kept advancing, the brand couldn’t keep up. We overhauled the entire brand with a new name, strategy, brand system and tone of voice to capture and communicate the brand’s credibility, innovative spirit and pragmatic approach to banking.
- Brand strategy
- Naming
- Visual Identity
- Verbal Identity
Smarts meets simple
The market is crowded with new banks and big claims, especially for people starting or running their own business. But what those people really need is a partner who makes everyday banking easier. To reflect this pragmatic approach, we defined a new strategic idea, ‘savvy simplicity’. Smart, simple banking, delivered to the highest standards. Everything you need. Nothing you don’t.
A name to reflect who they are
A lot had changed since 2005 when they launched as Cashplus, which meant the name no longer resonated with audiences. So to live up to their new strategy and build loyalty with their customers, we partnered with Reed Words to give them the name Zempler. A blend of ‘simpler’ and ‘exemplary’ it sets a new benchmark in the category and their business.
Instructions in action
The brand language brings simplicity to life through the familiar format of guides and instructions. By breaking content into clear steps and using diagrammatic illustrations, our system transforms complexity into clarity, adding lightness and joy to the experience of banking.
Straightforward and straight-talking
To complement and enhance our simple and direct visual system, we crafted a tone of voice that’s down-to-earth and direct, speaking directly to small business owners in language they understand. In a world of confusing terminology and flat statements, Zempler’s voice shines through with clarity, wit and warmth.
From strength to strength
Since launch, revenue is up 35% and Customer Satisfaction up 52%. The rebrand gave Zempler more than a new name and identity, it defined how they do business: savvy simplicity in action, continually innovating and creating smart simple ways to make everyday banking easier.
The rebrand has been instrumental in elevating brand awareness, creating a distinctive identity that cuts through the market and deepens customer value. Ultimately fuelling stronger growth and a more profitable business.”
Edward Rosoman
Head of Brand and Acquisition
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