BHIVE is a renowned coworking brand from Bangalore, known for pioneering one of the widest footprint of profitable workspaces across the city and building a robust network with founders and investors.

In 2021, they reached out to us to help build their new brainchild - a one-of-its kind fintech investment platform for Indians in the Alternative Investments Space including but not limited to revenue based financing, commercial real estate, fractional real estate and asset leasing.

Steered by new-age leaders like Shesh Rao Paplikar who come with a legacy of expertise & success with better wealth creation, Bhive Alts is an unconventional wealth creation platform offering better returns to investors than traditional investment products.

To help the team build a unique new brand in the exciting wave of Indian fin-tech, we undertook Brand Purpose Strategy, Brand Identity Design, Visual Langauge Design, TOV and communication design for them.

The world of investing and finance is overwhelming and alienating for many of us. Considering this fin-tech model is relatively new in many markets including India, we wanted to take an inside-out approach of speaking to insiders and going across to customers. In order to arrive at an energizing brand purpose for the new brand, we adopted a phase-wise approach to research, strategy, workshopping and purpose articulation.

First, we understood the consumer traits that made our audience ready for new financial products

WE FOUND A 'NEW INVESTING CURIOSITY' IN INDIA EMERGING FROM SOME KEY CULTURAL SHIFTS

We pooled the learnings of our research and category deep dives into a collaborative workshop with the Bhive team to help identify distinctive routes for brand purpose. We analyzed 50+ fintech brands and arrived at the single-minded role Bhive.Alts would play in the lives of consumers.

Some of the themes we analysed are as below:

Basis our collaborative workshop with the BHIVE team, we worked through various directions to arrive at a space that would position the new brand as an equalising force for everyday Indian investors, ensure they get a seat at the big league investing table.

The identity is an iconic mark that captures the active and energised spirit of the brand.

It symbolises the belief that the whole is greater than the sum of its parts. The different shapes come together, making a powerful portfolio or bundle. These alternate investment solutions can make big returns possible thanks to its collective potential.

The identity is also symbolic of the power of community. The shapes participate together to create interesting and unexpected results.

The tone of voice for Bhive Alts was carefully crafted to reflect the strategy and brand purpose. Since much of the brand’s communication is in it’s messaging, it was important for us to set some guidelines for them to use.

The brand voice for Bhive Alts exists to achieve 5 goals through brand communication, messages and personality across different touchpoints:

The identity is also symbolic of the power of community. The shapes participate together to create interesting and unexpected results.

We guided the Bhive Alts team on how to communicate their offerings to their internal and external stakeholders through a brand brochure and brand presentation deck, that is simple yet effective. We used the new visual language to provide a strong visual aid, while still making sure the information is presented in a digestible manner. We designed an ownable style for iconography and infographics to be used across communication.

The Bhive Alts brand language is dynamic, playful and disruptive in the space. The products showcase, patterns, shapes, colours, people in unexpected ways.

We guided the Bhive Alts team on how to use the new visual language to update their digital presence. We did this through creating a social media template as well as designing the app icon and designing concepts for their app splash screen.