Claire Grinton

Claire Grinton is the Director of Brand and Creative at Wise, a global financial technology company formerly known as TransferWise.1 She joined Wise in September 2021 and has played a crucial role in the company's rebranding efforts.4

Professional Background

Claire Grinton is an American marketer based in London, with extensive experience in both creative and media-led marketing.3 Before joining Wise, she held positions such as:

• SVP and Global Head of Experience Strategy at Essence
• Various roles in brand strategy and marketing

Role at Wise

As the Director of Brand and Creative at Wise, Grinton has been instrumental in:

1. Rebranding Initiative: She led the company's transition from TransferWise to Wise, overseeing a complete rebrand that aimed to reflect the company's evolution from a consumer money transfer service to a global financial network.1

2. Brand Strategy: Grinton has been responsible for developing a brand strategy that aligns with Wise's mission to create a new, more inclusive money system.2

3. Inclusive Design: Under her leadership, Wise has prioritized accessibility and inclusivity in its branding, ensuring that the company's visual and verbal identity works for all markets, people, and products.1

Approach to Branding

Grinton's approach to branding at Wise is characterized by:

• Global Perspective: Ensuring the brand works for both left-to-right and right-to-left reading countries.1
• Accessibility: Focusing on creating a brand that is accessible to users with diverse needs.1
• Cultural Sensitivity: Mitigating pre-existing biases and avoiding western-centric design choices.1
• Differentiation: Moving away from traditional fintech color schemes to stand out in the market.1

Claire Grinton describes Wise as "no longer a fintech but we're not a bank, we're uniquely Wise," highlighting the company's distinctive position in the financial services landscape.1