Relm
Helping Relm launch a new fintech category with a vivid rebrand
What do you do when the brand book is just the start of the story? Relm had built something genuinely new: a payments+ solution at the intersection of fiat and crypto. But they needed to turn that complexity into a story people could understand quickly, trust immediately, and take across channels with confidence. Here’s how we helped them do it.
Where we started
Relm, formerly XBD Group, came to us with a challenge. They were planning a relaunch and had invested in the creation of a fresh brand approach: consisting of a strategic look at how Relm could position themselves as a unique “category of one” in their market. They also invested in the initial development of the brand architecture—colours, fonts, key visual elements, and some headline messaging. The exercise provided the bones of their new brand, but they were finding it a challenge to bring the brand story to life.
This is because the project required not just a rebranding, but also the creation and evangelisation of an entirely new category in the fintech landscape. They wanted to be the first provider of a Trade Fluidity ecosystem—where fiat and crypto currency can flow fluidly between accounts, geographies, customers, and markets. They wanted to launch with digital and print assets ready to go, their storyline nailed, and their content engine primed; an ambitious goal which we were excited to help with.
THE CHALLENGE
Coming in to a rebranding project after the foundational blocks of the brand have been laid out is always a unique challenge. However, the core brand elements we were handed offered a strong starting point—one we saw lots of potential in. Our mission was to build on and deepen this brand, respecting its decisions but helping it evolve to tell Relm’s Trade Fluidity story.
HOW WE DID IT
At The Fold, we operate as a full-funnel agency, approaching every project with a view to align creative and strategic objectives from project onset. Every part of The Fold came together to review the new Relm brand, XBD Group's existing positioning, messaging, and assets, as well as the list of deliverables that needed to be created in time for their upcoming launch window.
STRATEGY AND PLANNING
We created and led an interactive implementation strategy workshop with the client to discover the answers to key questions around audience, product positioning, and other considerations for the build—and to explore what success looked like, both for the website and for other identified deliverables.
We then created a step-by-step delivery plan, outlining every key milestone between the day of the brief up until the brand launch—and beyond to their first experiential implementation of the new brand at Seamless in November 2025.
"Working with The Fold has been fantastic. They quickly understood our business, solutions, and customers, bringing our brand to life visually while adding real strategic value on the content side. Their ability to turn complex ideas into clear, engaging communications has been a game changer. The channels they’ve built show both expertise and creativity, and we’re genuinely excited and proud of the result. They go above and beyond to meet deadlines and are simply a joy to work with."Chief Marketing Officer, Relm
A WAY WITH WORDS
We then looked at the website and other collaterals, crafting the narratives and messaging that would guide the creative implementation and tell the Relm story, online and in print. Using the top-level messaging we were provided, we created a strong, benefit and mission-led approach that set out the flexible, agile world of Trade Fluidity that Relm wanted to convey in an exciting and easy to understand way.
“The face-to-face session was hugely helpful in understanding what the client had envisaged the final outcome to look like. Sometimes it’s hard to articulate a vision, so a guided session can be critical to get things right first time.”Anthony Wilkinson, Director of Content and Marketing, The Fold Creative
DESIGN MEETS EXPERIENCE
Taking the core brand architecture, we spent several days exploring how each of the components could be integrated into an overall experience online, shaping the various elements into one coherent story. For example, the concept of Trade Fluidity in the core brand was represented by an amorphous, multi-coloured sphere. We chose to use that to guide viewers through Relm’s new world of crypto and fiat integration, signposting key moments that we wanted our audience to understand. This was just one of the ways we evolved the core assets into powerful storytelling tools.
“For me, the most important thing to get right with the story was conveying what Trade Fluidity looks like in practice. For example: if I’m a merchant, do I understand how accepting crypto payments in my store will be easy, cost-effective, and a good investment?”Nur Caplin, Senior Content Executive, The Fold Creative
A BRAND THAT FLOWS
The new brand and its Trade Fluidity orb had a strong visual character—however, it was immediately apparent that this brand story would be best told through motion.
We translated the 2D brand concepts into 3D motion assets and animation, establishing guidelines for how individual brand elements would move and react in order to convey the pace and energy that Relm wanted to portray.
From there, we created a vivid, energetic brand launch video showcasing their passion for this new way of moving money, and replicated this momentum throughout the digital estate, using clever animations and snippets of motion to bring the whole website to life.
“Relm had all the right ingredients for a standout brand. We helped bring clarity and cohesion—shaping the core message and turning it into a system that performs.”Nikki Burton, Design Director, The Fold Creative
OUTCOME
growth in web traffic since launch
unique market sectors
days from concept to completion
We helped Relm launch with a more coherent story and a bold new look across all their digital and physical touchpoints, giving the team a solid foundation for explaining and showcasing their new category in a clear and credible way.
Since launching the new website, traffic has grown steadily by an average of 316.5% from month to month. The work we did has also given the client a strong messaging system and suite of visual assets that they can use to build upon as the brand develops.
WE LIKE TO TALK
If you’d like to learn more about how we can help you define your business identity, have a chat with us today.
