It’s 2022. Nearly 50% of CFOs think their expense processes work fine. Yet almost all employees hate doing expenses.
How do you make expenses everyone’s responsibility?
Born from a dislike of having to share the office’s only corporate card, Weel is a spend management platform democratising all things expenses for all types of businesses. It looks at expenses holistically, saving time for employees and finance teams alike.
Formerly known as DiviPay, Weel came to us for a brand that would reassure CFOs, delight employees and position their product as a global leading spend management solution.
Brand Strategy, Naming, Motion, Key Messaging, Identity Design, Digital Product, Launch Campaign
Landing the name
Weel wanted to stand out and expand in Australian and overseas markets, meaning a more distinctive and ownable name was needed. As a reimagining of ‘wheel’, Weel captures the feeling of being on a forward trajectory of momentum and growth.
We developed Weel’s strategic purpose ‘Transform businesses through collective accountability’, which zeroes in on the idea that if everybody is valued and feels valued, they’ll be able to add value to their company.
For Weel’s tagline, we translated ‘Collective accountability’ into the evocative line ‘Everybody wins’, reinforcing Weel’s holistic approach to spend management.
An inspired brand system
Like a wheel with many spokes, Weel is made up of many features, each streamlining a different spend management process. At the core of these features is Weel’s virtual corporate card. So, we created a 3D wheel logomark made of cards which in turn inspired the entire brand system.
Weel’s brand expression is comprised of three devices based on the card; a holding device for photography and type, a cropped close-up of our logomark, and a card device that brings a particular part of an image into focus.
Every expense tells a story
Weel’s design system highlights customer stories and acknowledges that every expense is made with intent and helps somebody do their job better. To stand out amongst stock illustration-driven brands, we utilised customer-centred photography and motion to showcase what collective accountability looks like in action –businesses thriving– injecting warmth into the edgy, zingy brand.
Weel in motion
The website is designed as a kit of parts, where modules are based on card shapes. Animated cards fold in and out of each other, spin around, hover, and click into place, helping to distinguish features from one another.
"Working with the Re team really helped us crystallise our brand purpose and key messaging while also giving us a fresh new look and feel."
Phil Buhagiar, Director of Brand Marketing, Weel
Expressive slow motion takes the card and turns it into an abstract, accordion-like creature, ebbing and flowing to reinforce the feeling of constant momentum.
"The partnership overall, was a seamless experience and really felt like a great collaboration from both sides. At all stages throughout the journey we knew we were in good hands, resulting in a finished product we are all very proud of."
Daniel Kniaz, Founder and CEO, Weel