Kroo
Kroo is a new kind of bank for people who care where their money goes, built for a generation that values impact, connection and simplicity. We renamed, rebranded and repositioned the company with a clear, personable, digital-first identity built to grow.
Challenge
How do you make banking feel human again?
Most banks feel impersonal, distant and outdated. For younger audiences, the experience rarely reflects how they live or what they care about. Kroo set out to change this by making banking more social and intuitive. The challenge was to build a brand that shifted perceptions while maintaining financial trust. It needed a name, strategy and identity that spoke to purpose-driven users, stood out in a crowded fintech space and gave clarity and alignment to a growing internal team.
Solution
Banking with community at its core.
We developed a full strategic framework and new identity system, starting with a name that captured the brand’s spirit – Kroo. The visual identity is expressive but precise, designed to feel digital-first yet human. Animated elements and flexible layouts ensure scalability as it evolves. The tone of voice is open, optimistic and direct, making financial tools feel empowering rather than transactional. A messaging system allows Kroo to react to new features and conversations while staying consistent and clear.
Results
A rebrand that turned a product into a movement.
The rebrand gave Kroo a voice and identity that reflects its mission and momentum. Internally, the strategy brought clarity and unity across teams. Externally, the new identity resonated with purpose-led audiences, driving stronger recognition and engagement across digital platforms. Kroo now stands apart in the fintech space, positioned not just as a bank but as a movement: for people, for friends and for the planet.
