Keytrade Bank began as the first digital bank, but this positioning is no longer sufficiently differentiating in today’s banking landscape. To remain competitive, the bank urgently needed to reposition itself. They therefore sought to develop a new brand platform to transform Keytrade Bank from a price- and product-driven institution into a value-driven one, with corporate social responsibility and investing at its core. Mutant consequently shifted the perception of money and making money, giving it a positive connotation through a smart strategic approach and optimistic imagery.