Plenty of startups are trying to build better tools for CFOs and their teams, but Tesorio’s revolutionary approach to cash flow makes them stand out from the rest. Through a series of interviews and workshops, we worked together to reposition them as the creators and leaders of the Cash Flow Performance category. We then used that strategy to create all-new brand design and a website that tells their new story to the world.
Tesorio was arguably already a category creator when they came to us—but their category lacked a name, and they didn’t yet have a strategic narrative that told their story. Through our strategy phase, we landed on a simple yet powerful truth: that when a company’s cash is working the way it’s supposed to, it’s in a state of flow. We used that truth as the crux of our strategic narrative, which positioned Tesorio as the world’s first cash flow performance platform.
When a company uses Tesorio, the result is balance and harmony for CFOs, finance teams, and their company at large. We incorporated these ideas into our design process, ultimately creating a logo that visually communicates balance and harmony. We then extended this design theme into their new brand and website.