A Year-Long Partnership in Rebranding and Sustained Engagement
In the fast-paced and competitive fintech landscape of Kathmandu, a digital wallet’s success hinges on two things: trust and clear communication. I had the privilege of partnering with MOCO – Digital Wallet for over a year (July 2022 – August 2023), playing a key role in their major re-branding campaign and managing their ongoing social media content. My role was to be the voice of the brand, ensuring every word we published was as seamless and reliable as the service itself.
The Strategic Challenge
MOCO faced a significant challenge common in the digital finance sector: how to stand out and build deep-seated trust with users. The re-branding initiative was more than just a new logo; it was a mission to redefine MOCO’s identity. The challenge was to develop a new brand voice that could:
- Simplify the Complex: Clearly communicate the benefits of a digital wallet without using confusing technical jargon.
- Build Trust and Security: Reassure users that their finances were safe and in good hands through every piece of content.
- Create a Consistent Identity: Ensure that the new visual identity was perfectly matched with a consistent, recognizable tone of voice across all social media posts and promotional materials for over a year.
My Role and the Creative Solution
As the lead on copy and content, my solution was to develop a brand voice that was clear, confident, and human. I acted as the bridge between the design team and our audience, ensuring that the message was always at the heart of the visual.
- Establishing the Brand Voice: I created a content strategy centered on a tone that was accessible and empowering. The goal was for every caption and piece of text to feel like helpful advice from a trusted friend, making financial technology feel less intimidating and more a part of everyday life.
- Seamless Designer Collaboration: A brand’s voice and its look are inseparable. I worked in a tight-knit loop with the graphic designers. My process involved not just writing copy for a finished design but actively participating in the creative process, suggesting how text and imagery could work together to tell a more powerful story.
Execution: A Masterclass in Consistency
For over a year, I was responsible for the textual identity of the MOCO brand across their digital platforms. This involved a continuous cycle of creation and collaboration:
- On-Image Copywriting: I crafted the sharp, concise text that appeared directly on the promotional images and infographics. This copy had to be instantly understandable, grabbing attention and delivering a key message in a matter of seconds.
- Engaging Caption Development: I wrote all the social media captions for posts from July 2022 to August 2023. Each caption was designed to spark engagement, provide value, and reinforce the new brand identity, whether it was for a promotional offer, a security tip, or a user tutorial.
- Guiding the Re-brand: During the intensive re-branding campaign, I was a key player in ensuring all public-facing materials, from launch announcements to feature explanations, were perfectly aligned with the new, trustworthy voice we had established.
Results and Lasting Impact
This long-term partnership was instrumental in successfully rolling out MOCO’s new brand identity.
- Successfully Launched a New Brand Voice: We established a clear, consistent, and trusted voice for MOCO that perfectly complemented its new visual design, leading to a successful and cohesive re-brand.
- Maintained High-Quality Engagement: For over a year, I delivered a steady stream of high-quality, on-brand content that kept the community engaged and informed.
- Strengthened Brand Trust: By prioritizing clear, honest, and helpful communication, my work helped solidify MOCO’s position as a reliable and user-friendly digital wallet in a competitive market. This project demonstrates my ability to not only create a brand voice but to sustain it with dedication and creativity over the long term.