Case Study: Tangerine achieves a seamless rebrand and successful native BlackBerry 10 app launch with BlackBerry

Acquisition Meant Canadian Bank Needed To Change Its Name — And Its App

Tangerine, a Canadian branchless bank (formerly ING Direct), faced a major challenge after its 2012 acquisition by Scotiabank: the brand change had to be reflected across customer touchpoints, including its critical mobile app. At the same time BlackBerry was launching BlackBerry 10, so Tangerine needed not just a rebrand but a new native app for a new platform.

Tangerine partnered with BlackBerry’s Enterprise Solutions Team, which handled app-store processes, certificates and platform expertise while helping build a native BlackBerry 10 app and adapt to OS updates. The result was a high-quality, seamless mobile experience with strong customer reviews and thousands of downloads.

Tangerine