Naming an Instant Payment Service Brand
Client:
Project developed at Gigodesign.
BRAND STRATEGY & POSITIONING | BRAND NAMING | VERBAL IDENTITY
The Approach
Our naming strategy centered on two critical objectives: first, creating a name that could naturally evolve into a verb, allowing the brand to become synonymous with the entire category of instant payments; and second, ensuring the name carried inherent associations with money, payment, speed, and simplicity.
The name "Flik" emerged as the ideal solution because it already existed in colloquial Slovenian usage—people would say "flikni te ključe v torbo" (fling those keys in the bag), carrying exactly the right sense of quick, casual transfer.
Even more valuable, the word was already informally associated with money in phrases like "za avto sem dal 10 flik" (I paid 10 grand for the car). This existing linguistic footprint meant we weren't building brand equity from scratch—we were activating something already embedded in the culture, saving significant communication effort and resources at launch.
The Project Goal
Bankart needed a name and positioning strategy for a new instant payment service in Slovenia that could cut through a crowded financial landscape dominated by established banks and emerging payment platforms.
The main project goal was to create a brand that would make instant money transfers feel natural and effortless while establishing a distinctive position in a market saturated with similar-sounding financial services.
The Outcome
The Flik name gave Bankart something rare in financial services: a brand that feels human rather than institutional, with built-in verb potential that invites everyday usage. By tapping into existing colloquial language patterns, the name carried immediate familiarity while still feeling fresh and distinctive in the formal banking context.
The strategic insight of leveraging pre-existing cultural associations meant the brand launched with linguistic momentum, positioning it to become the generic term for instant payments in Slovenia—exactly the kind of category ownership that defines market-leading brands.
The brand identity (logotype, sign, etc.) was designed by Gigodesign.