Freeing freelancers through AI-powered accounting
Selfers becomes the name of this new community of self-made digital professionals. We create a sense of collective identity while moving away from the negative associations of bureaucracy and tax pressure often linked to traditional freelancing.
Challenge
Mecena, a financial platform for UGC creators, was facing a key challenge: redefining its corporate narrative to connect with a broader audience: digital freelancers. This shift required a complete rethinking of its value proposition and brand identity.
Solution
We carried out a full rebrand of the project, redesigning the brand image, refining its messaging, and producing content aligned with this new direction.
Strategy & Verbal Identity
Through interviews and research, we analyzed the service offering, its competitive landscape, and the needs of digital freelancers in order to address their main concerns through the brand.
Visual Identity
Visually, we designed the brand with an app-first approach, grounding it in the dynamic shape of its symbol and a digital, contemporary green. At the same time, we developed a Social Playbook focused on enriching the brand's graphic presence across social media.
Content
On the audiovisual side, we developed and produced multiple content streams that showcase the platform's features while connecting with the Selfers community through humor and empathy, addressing their concerns and needs.
From strategy to design, from creativity to content.
By repositioning Mecena as Selfers, we transformed the brand into a platform that speaks the language of a new generation of digital freelancers. Through a renewed strategy, a distinctive visual and verbal identity, and content built around the realities of its community, we created a brand ecosystem designed to connect emotionally, communicate clearly, and scale alongside the evolving needs of self-made professionals.
Selfers is now positioned to keep growing within the Google for Startups ecosystem while projecting greater trust, maturity, and solidity to future clients, partners, and stakeholders.
