Keen’s task is developing and prototyping innovative means for financial services to accelerate the digital transformation of both Basler Kantonalbank and its subsidiary Bank Cler. Keen operates with super lean start-up structures to work at the highest level of speed and intensity. Therefore, the innovation lab is set up as an independent company with its own team on its own premises and with its own brand: Keen.
Keen means keen
Scholtysik & Partner was commissioned to find a brand name that is both short and bold, cutting the ice in the international fintech community and boosts the company’s start-up credentials. The name Keen exemplifies the curiosity, ambition and energy of the new innovation lab.
Mary Vacalli, Head Digital Transformation and member of the executive board of Basler Kantonalbank, confirms this approach: “Customer needs are changing fast. Fintechs and technology companies are edging into the market with more intuitive and personalized financial services. We develop new products and services for our customers before others will do it. Keen will aim to meet needs yet unknown with solutions yet unknown.”
From first brief to brand registration in less than 40 days
The whole naming process with all research and assessments covering language, semantics, intellectual property and commercial law until final brand registration took us less than 40 days. This unusually fast development was made possible by of our efficient naming process and the smooth teamwork of a client, branding agency and IP lawyer in perfect sync.
«always in progress» is the main message of Keen brand design
The underscore at the end of the word mark visualizes that something is being invented here. We apply this simple design element playfully and context-related to express the brand in an agile and adaptive way. In addition, the whole design is totally simple and straight-forward. The colour palette of black, white and keen-green is super reduced and conveys high intensity.