UP ROMANIA

Meet Benny, your benefits guide

ABOUT PROJECT

Creating a brand character that has become the benchmark for flexible benefits

Up MultiBenefits is an online platform developed by Up Romania, through which employees are given the opportunity to decide how to use their funds made available monthly or annually for flexible benefits.

Working closely with the MultiBenefits team, we created a brand persona that became the guide in discovering and choosing the right benefits. The name Benny was built as a derivation of the word “benefits”, and the visual character derived directly from the Up logo.

INDUSTRY

Financial services

SERVICES

Brand positioning
Naming
Verbal identity
Brand identity
Motion
Digital design

Benny. A character that defines an entire visual brand universe.

Benny becomes the central element of brand identity and communication. It welcomes, guides, helps or informs, necessary elements in navigating through the multitude of benefits available.

Brand communication focuses on both the B2B and B2C components. The brand landscape is dynamic and animated, with Benny always there to humanize the interaction.

From online to offline, the brand is consistently transposed across all environments through Benny.