REBRANDing a
FINTECH UNICORN
Client: Yubi (CredAvenue)
Role: Head of Insight
Agency: venturethree
REBRAND - ARCHITECTURE - NAMING - POSITIONING
THE BRIEF
Rename India’s leading debt marketplace and create a brand architecture broad enough to support its expanding product ecosystem while staying usable, memorable, and rooted in trust.
MY ROLE
Led cultural insight and strategic naming to drive a complete brand transformation. At its core, this was about rebranding as much as it was about rethinking what money means. We needed a name and identity that could stretch from infrastructure to innovation, from enterprise clients to emerging markets, from India to the world.
THE WORK
We took a cultural lens to finance, looking at what people do with money and what it means to them. From the history of debt to the mythologies of exchange, we explored trust as the real currency. “Yubi” emerged as a name rooted in ubiquity — short, global, graceful. It gave the business a human tone in a high-stakes category. We created a flexible brand architecture to house multiple product lines and growth paths, from co-lending to collections.
IMPACT
The rebrand launched in June 2022. What followed was a breakout year:
47% YoY revenue growth (₹328 crore in FY2023)
17,000+ borrowers and 6,200+ lenders using the platform
Launch of global operations and acquisition of new fintech assets
Recognition from the India FinTech Awards and media acclaim as a rising global fintech leader
WHAT IT SHOWS
I bring big-picture thinking to high-growth environments. This project shows how deep cultural strategy, paired with sharp naming and architecture, can unlock clarity, confidence, and commercial velocity. It’s proof that brand isn’t just what you say, it’s the system you build to scale.
A name and design language that highlights ubiquity of trust and collaboration
“This is an exciting transformation and a solid foundation for the constantly evolving nature of our business. Yubi represents the beginning of our global ambitions as we prepare to launch our first international office in UAE, successfully debuting in the MENA region. Another reason for the brand identity change stems from our conversations with customers and other stakeholders on how technological integration because of data security concerns around financial information remains one of the key deterrents in the advancement of digital finance. We aim to bridge this trust deficit, and in this effort of humanizing the brand, we’re confident of further building our platform, which thrives on new opportunities for people and businesses alike.”