Lucia Malapane: Rebranding TymeBank to GoTyme

Why did TymeBank rebrand to GoTyme? A few weeks ago, South African digital bank TymeBank announced a rebrand from its widely recognised yellow-and-black brand to “GoTyme”, featuring a Tiffany blue and charcoal black colour palette.But beyond the change in logos and colours is a much broader view of the bank’s service provision, which is now more globally oriented for a natively South African bank.To shed some insights on the rebrand, head of marketing Lucia Malapane stopped by the Tech Aways podcast to expound on the rationale for the process.She touches on the internal processes which formed the initial rebrand conversation, ensuring that the rebrand aligns with compliance requirements and how the rebrand aligns with GoTyme’s vision of a 2028 IPO. This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit techaways.substack.com