Case Study
Startup PR
Shaping a Maslife
The brief
Maslife targets affluent Millennials that want to reach their goals and have a holistic outlook on life. The app provides services and a community in order to reach your financial and personal freedom. It's a guide to wellbeing and a fintech in one. A lot to cover for a brand. The Maslife team developed a lot of services that are all connected to each other, but they were in need of a clear brand identity and message.
Maslife wants to empower people to reimagine the relationship they have with their money. Having a friendly, clean and differentiated brand identity helps the new player to differentiate within the overcrowded sea of fintechs and coaching apps.
The campaign
When Maslife came to us, fintech aimed at conquering the European market for new financial services. Being a mix of a financial and wellbeing company Maslife faced a crowded, noisy, undifferentiated, complex, and unsavory industry. Sandwiched between tech startups, financial services brands, and meditation platforms, Maslife needed to establish its own position serving both sides. A classic issue for companies in complex ecosystems.
We came together with maslife main guys and our design partners from Proxi to work on their mission and vision in a 4-step process. Once this foundation had been established, Laika and Proxi - created a brand playbook that gives a clear brand identity of our client. This framework establishes guidelines for how the Maslife brand is publicly and internally presented. It enforces consistency and gives the fintech the necessary foundation to work independently.
“We hired Laika and Proxi to bring two products together under a single brand and ended up completely redefining our category positioning. Laika and Proxi challenged us to think more deeply about our brand. Their unique combination of strategy and creativity pushed us in a direction that was as clear as our purpose is.”
Kash Amini, CEO and Founder Maslife
Thank you, maslife!
It’s a pleasure to work with you!