cofndrs
co-founding a movement for change and raising £500k seed investment
London-based tech startup, Cofndrs, is a customer-powered technology platform that enables companies and their customers to co-found and co-fund socially and environmentally conscious initiatives. Operating within the fintech space, the Cofndrs platform allows companies to circumvent outdated, traditional financing options and instead harness the power of their customer base to generate forward sales to finance their next great initiative.
what we partnered on
Brand strategy for seed investment including new brand name, brand identity, brand guidelines, tone of voice, strategic messaging, media relations, online reputation management, business profiling, digital marketing, digital content production.
the challenge
With businesses facing a perfect storm of growth challenges, Salt Exchange (as it was then called) offered a new way for brands to collaborate with their customers on world-changing initiatives; financing projects, developing new products, participating in marketing activities and supporting sales.
Our challenge for Cofndrs was twofold: (1) develop a brand strategy and visual identity that could quickly and effectively communicate a ground-breaking, yet relatively complicated concept and lay the foundations for its way of doing business, its culture and all of its internal and external communications, and (2) create a communications strategy that could amplify the brand and help Cofndrs to raise seed investment.
how we changed the perspective
Partnering with the startup’s founding team early in their journey gave us the opportunity to shape the brand’s positioning. Taking the key stakeholders through our brand strategy process, we clarified, refined and articulated the paradigmatic shift the startup could bring to how brands approach not just collaboration with customers, but also the way they establish, fund and execute new initiatives.
Working on the brand’s purpose, proposition, vision, mission and values, it became clear that the original name, ‘Salt Exchange’, no longer reflected the core value proposition. Step forward Cofndrs.
An adaptation of the word ‘co-founders’, the new name communicated the closer relationships that can be forged and the sense of ownership that can be achieved by harnessing customers to co-found projects.
Having evolved the brand from Salt Exchange to Cofndrs, we set about developing a communications strategy that could explain how the brand enables customer-powered financing, new product development, marketing and sales.
Through targeted media relations, the Cofndrs founding team and customer projects were profiled in key publications. We also supported with the development of investor materials such as pitch decks and raising the online profile of the founders through a targeted content strategy.
Outliers’ work provided Cofndrs with a brand platform that properly articulated its core proposition for businesses and consumers, helping Cofndrs to secure £500k in seed funding and develop meaningful connections with target customers.
