Starling hires four new marketers as it unveils brand platform

Starling has unveiled a new brand platform based around the tagline ‘Good with money’.

The new position, announced ahead of a major brand relaunch later this year, focuses on the idea of helping people have healthier relationships with their finances. This will include new features that promote financial wellness, supported by creative executions across owned and above the line channels.

The planned brand relaunch will include an updated logo, colour palette and app design.

The news came as the neobank announced new hires including Brand Strategy Director Indiana Matine, Brand and Product Marketing Director John Harrison and Executive Creative Directors Neil Cooper and Rachel Sullivan. The group brings experience from names such as Expedia, BBH and Conde Nast.

It has also appointed agencies The Sunshine Company and Wolff Olins, with a new media agency set to be announced this summer.

Michele Rousseau, Chief Marketing Officer at Starling, said: “Starling’s app-based approach to banking changed the sector for good. Now we have a new mandate to change the UK’s relationship with money.

“There’s a misunderstanding that being Good with money is about having a lot of it, when in reality it’s about knowing what to do with it. We believe that with the right tools and the right mindset, financial wellbeing can be in reach for everyone.

“Starling has proven its worth as a bank that fits into people’s everyday lives. Our challenge now is to go a step beyond that, by tackling the inertia within banking and the perception that banking is a utility. We’re drawing inspiration from wellness and sports brands, with a mission to make money management an everyday action that can improve your wellbeing.”

Starling appointed CMO Michele Rousseau back in November, bringing experience from Expedia, Apple and Microsoft.