Hatch means free banking and financial tools that make self-employment easy.
Branding a bank is always a challenge, as trust is a key point for entering the market. The founders at Hatch are smart guys and they knew since the beginning that “a plain bank branding” wouldn’t have cut it. Neither with the general public, nor with investors.
After a few rounds we knocked out this simple yet effective idea of using Hatch’s H as a device symbolizing growth. The logotype is bold and solid as a rock. The color palette is soft, with sparkles of bright colors to give it a bit of playfulness.
Aiming at Gen X and Millenials, the brand and his tone of voice (yes, Hatch is a guy 🙂 ) are playing a massive role in knocking down the trust barrier between the target audience and Hatch’s benefits.