'Beyond banking' in the Philippines 

Position and present GoTyme as a bank like no other. Almost unrecognisable as a bank, but with all the services one can provide. We created a manifesto that signalled a new era in banking for the Philippines.

Translating the brand into experience

In the Philippines, banks are deeply untrusted, and a massive proportion of the population (45-50%) remains unbanked. 

Our goal was to differentiate the brand from legacy banks and from Tonik, their adversary in the digital space.  Tonik positions itself as a disrupter, being bold and unconventional. We focused more on GoTyme’s human touch as a bank offering digital with physical kiosks manned by ambassadors. 

Gaining trust was central on launch to we focused on GoTyme as a well-known friend or relative - “as trustworthy as your grandma”.

GoTyme was distinctly different in personality from Tonik, which focused more on its role in innovation. We centred the experience on the following:  

‘Trustworthy & Familiar…like a relative’

‘Helpful & Giving’

‘Fun’

‘Easy’

The experience

The
Results

Reached its first 1m customers in only 9 months and doubled that four months later with over 2 million customers. 

Red Dot Design Awards, UX Design Awards and Good Design Award for Design Excellence in 2023.

Another 1.4 million customers were added in the first half of the following year. It is the fastest growing bank in the Philippines.