Codat
Repositioning a fintech for a new market
When Codat launched a flagship product for top-tier banks, it needed to reach a new audience without alienating the developers and fintechs that built its business. Block Club stepped in to evolve its positioning—a project that started with customer and cross-functional stakeholder interviews, deep competitive research, and brand workshops designed to build shared conviction across a complex leadership team. In the end, we produced a new market category, a complete messaging and visual identity framework, and a redesigned website that bridged Codat's two product stories under one brand and reframed its value for its next phase of growth.
What we did
- Brand workshops
- Positioning & messaging
- Brand identity & design
- Website strategy & design
A new product category %%and messaging framework%%
With the launch of a new product, Spend Insights, Codat’s primary target audience shifted from developers and engineers at fellow fintechs to relationship managers, treasury specialists, and senior leaders at leading financial institutions. That meant Codat was facing two separate audiences with two distinct vocabularies, requiring two completely different brand experiences to understand the platform’s value. Codat needed to sort out those dual journeys and unite them with a brand position that could overarch their old and new product offerings.
To nail the transformation, Block Club ran stakeholder interviews across Codat’s revenue, product, engineering, marketing, legal, and leadership teams, along with in-depth conversations with active clients. Then, we conducted a full landscape analysis that mapped the whitespace in the market and the positioning vulnerabilities of Codat’s closest competitors.
We followed our initial research with structured brand workshops attended by Codat’s cross-functional leadership team to reach a place of shared conviction and momentum forward.
Out of this work came Codat’s new market category—advisory intelligence—and a full brand messaging framework that included a new positioning statement, galvanizing story, brand pillars, audience-specific messaging, and brand voice and personality guidelines.
%%Visual identity and website redesign that%% bridges two stories
A brand that has to speak to fintech developers and bank treasury teams at once has to be technical enough to keep the trust of the audience Codat built its business on, while being trusted enough to belong in the room with top-tier banks.
We built the visual identity to carry that dual weight. A refreshed logo, color system, typography, and style guide gave Codat a brand that was modern and authoritative enough for enterprise without abandoning the technical credibility that earned its original audience.
Then we launched the site to prove it. The new codat.com brought the repositioning, messaging, and identity together in one destination, built to make the platform's value legible to both audiences and move buyers toward a sale.
The bottom line
Codat came out of our partnership with everything they needed to go to market as a category leader.
