Naming the
smarter way
to bank
Work: Company name
Category: Digital banking
SMBC bank created a digital banking business and app offering young “affluents” a smarter, more rewarding way to bank. The app would be marketed as a standalone brand in the US market. The name had to suggest a richer approach to banking that was both digital and human.
The name “Jenius” evokes brilliant solutions and human resourcefulness (e.g., “That’s genius!”).
Short and direct, it’s app-friendly without being trendy or tech-y. Additionally, the “J-”spelling and confident tone help position the brand as the savvy alternative to conventional banks.
