Case Study: Flute achieves a memorable, ownable fintech brand rename with Tanj

Flute secures Flute.com with Tanj in a complete fintech rebrand

Flute, a fintech company formerly known as Aurora Payments, had outgrown its original name and needed a new identity to match its expanding platform and ambitions. The company engaged the branding vendor Tanj to develop a short, memorable, and distinctive new name that stood apart from conventional payments jargon and was supported by an acquirable .com domain.

Tanj developed the new name Flute, which conveys qualities of flow, rhythm, and ease while being remarkably memorable. The solution enabled the company to secure the Flute.com domain, providing a powerful long-term brand asset and a name designed to help the company stand out and support its future growth.

Flute