Work / Altro · 2022
AltroA brand, and then a new name, for a credit-building fintech.
- Client
- Altro (formerly Perch)
- Role
- Brand strategy and identity partner
- Services
- Brand foundations, positioning, visual identity, verbal identity, naming, rebrand
(Overview)
Give Perch, a credit-building startup backed by Jay-Z, a brand that could meet the expectations of the 150,000 people on its waitlist.
Perch helps people get uncounted payments, such as rent and subscriptions, counted toward their credit. After a powerful entrance into the market, its light, fluffy brand no longer matched the mission or the attention.
A six-week sprint set the brand foundations: clear visual paths, verbal positioning and a roadmap for the next six months. It grew from the team’s mission to “bring financial power to all”, into a look and voice that is bold, human-centered and empowering. Perch then re-engaged us for a full rebrand and rename, relaunching as Altro in Q1 2022.
(Results)
$18MSeries A raised in April 2022
$50MPre-money valuation
Q1 2022Relaunched as Altro
“They pushed us to think differently about our brand in ways that we couldn’t imagine because they understood my story and every detail about why we do what we do. That commitment demonstrated their alignment and shared passion for building the business overall, not just the brand.”