VisionFund

Overview

VisionFund aimed to establish trust and local relevance in Ukraine, overcoming low brand recognition and skepticism toward financial institutions among micro-entrepreneurs.

Challenge

As a global microfinance provider, VisionFund needed to build local relevance and trust to successfully enter the Ukrainian market.


Ukrainian micro-entrepreneurs were skeptical of financial institutions, and the brand had no recognition or cultural foundation. VisionFund's existing global brand assets required deep adaptation to meet local expectations, audience needs, and regulatory realities.

Approach

Research-driven, collaborative approach to craft localized brand positioning and audience trust.

• Conducted 20 in-depth interviews with Ukrainian entrepreneurs to identify key insights around trust, financial barriers, and needs.
• Build competitive communication audit, audience insights summary, and best-practice benchmarks. Ran strategic workshops with client teams to co-create brand positioning, tone, and core value propositions.
• Developed localized brand positioning tailored to the needs of the target audience.