Brand personality and voice
Tink Verbal Identity
The challenge
Founded in 2012, Tink became a wholly owned Visa solution in 2022. This went hand in hand with an evolution of Tink’s brand voice. From a tongue-in-cheek brand personality reflecting a daring disruptor, Tink developed a tone that shows the world how it leads the way – and as part of the Visa network – belongs to one of the most recognised and trusted brands in the world.
Tink still makes the complicated sound simple for its customers. Some want to build the next big thing, and some want to solve problems for their users as quickly and effectively as possible. No matter their needs, Tink has the tech to help them build better experiences and offer more choice for consumers.
The approach
As a freshly minted Visa solution, Tink’s brand platform consisted of a visual identity, tone of voice and style guide. My approach was to build the tone of voice into a more extensive verbal identity that clarified brand personality and voice. It integrated the former stand-alone style guide as a house style. And most importantly, it featured tone of voice guardrails and application examples for practical usage.
The solution
Feedback on the final in-depth verbal identity was that it captured how Tink had grown in just the right way.
Tink’s tone of voice now crystallises its general approach to writing into three keywords – effortless, confident and empowering. Ultimately, what these three little words are about is being easy to read.
See Tink’s brand portal for the brand narrative which I also refreshed.
Credits
Agency: Tink
Creative concept and copy: Amy Braunerhielm Ma
Design system: Sara Vedeskog
Final art: Hannah Elnegaard
Brand platform project management: Moya Ehlers