Brand Book 2021

DUNDLE OFFERS A WIDE VARIETY OF DIGITAL VOUCHERS AND INFORMATION WORLDWIDE 1

OUR STORY

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First gift card sold • 2013

2012 • Korsit launch

2014 • A team of 5 members 2015 • First international expansion: Belgium

OUR STORY WHO WE ARE Before Dundle, there was Korsit - the launch site that started it all. Korsit began selling gift cards online in 2012 and quickly noticed a gap in the market - the lack of instant product delivery options. So they set out to find the solution. This simple idea ignited the creation of innovative technology and the search for the right team to take the business to an international level.

Milestone: 10,000 visitors per month • 2015 2016 • Expanded to North American

Along with new website development, introduction to more markets, and product catalog expansions, several international domains under the name “igiftcards” were added to keep up with rising demand. However, Korsit knew early on that they wanted

Milestone: 100,000 visitors per month • 2015

to combine the websites to create a single hub for, not only digital products, but also services and information. So in 2019, 2017 • A team of 10 members

Dundle became just that.

Switch to Vue, Nuxt framework • 2018 Today, Dundle is an international brand operating in many languages and countries worldwide, with more being added all the

Milestone: 500,000 visitors per month • 2019

Games category introduced • 2020 Milestone: 1,500,000 visitors per month • 2020

2019 • Dundle is conceptualized 2020 • Unified single-website projects into 1 main brand: Dundle 2020 • Expanded to Oceania 2020 • Europe-wide presence 2021 • A team of 46 members

time. We’ve come a long way from selling just digital gift cards. Our catalog now includes a wide variety of games, gaming credit, payment cards and prepaid phone credit. And with our articles, we also offer information and inspiration for all aspects of digital life.

While we operate primarily from our headquarters in the Netherlands, we also work with people across the world who contribute to the success of Dundle. Our team continues to grow exponentially and with new brands and articles being published every week, we show no signs of slowing down.

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TABLE OF CONTENTS 02

OUR STORY

20

38

STYLE GUIDE

04

Timeline

22

Markets

40

Logo

07

Who We Are

26

Brand Tracking

44

Colors

28

Products

46

Typography

30

Social Media

50

Photography

32

Display Ads

56

Product Cards

59

Pattern

10

THE BRAND

13

Vision

15

Mission

16

Values

34 36

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MARKETS & PRODUCTS

CONTENT How We Say It

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THE BRAND

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VISION WHAT WE DO WHO From music lovers and online gamers to media streamers and shoppers. From families learning about online payments to friends keeping connected. For every person looking for convenience, security and confidence online.

HOW By offering a wide variety of digital products and guidance, we equip users with

WE ENABLE AND EMPOWER PEOPLE GLOBALLY TO NAVIGATE TODAY’S DIGITAL WORLD BRAND GUIDE

everything they need for the most pleasant, effortless and informative online experience possible. Whatever the need - we make it possible and we make it digital.

WHAT Whether it’s gift cards, payment cards, prepaid phone credit, gaming credit or games we offer a localized catalog of digital products, with a wide variety of secure payment methods and instant email delivery.

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MAKE IT POSSIBLE MAKE IT DIGITAL Mission - What We Believe

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VALUES HOW WE DO IT ‘Make It Simple’

‘Be Playful’

Simple is easy and easy is efficient. In this

Playing is universal and playing games

fast-growing digital world, new features and

brings people together. Knowing this, we aim to

updated technologies are always just around

create a fun and enjoyable atmosphere for every visitor

the corner. By making the online experience

regardless of language or location. Through text, code, our

seamless and effortless for every user, we

signature bright colors and imagery, we work to make Dundle a

deliver a dependable and reliable service now

playful and engaging experience. In keeping things relatable,

and for the future.

inspirational, light-hearted and entertaining, we offer a lasting impression for the user while, at the same time, building a trusted relationship with them.

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‘Harness Diversity’

‘Aim Higher’

Diversity encourages community. Our goal is to meet our users exactly where they

Ambition fuels innovation. It’s our endless ambition that drives us forward towards positive

are, wherever they are. Learning more about and connecting with our audience on a

results. We turn challenges into chances and keep moving despite any obstacle that may

global scale helps us better select which products to offer, and where to offer them.

arise. Dundle does not stop when something gets hard, instead, we use this motivation to

From gamer to gifter, different countries and cultures - this focus on market and

help us continuously expand ideas, markets and product categories while always facing

product diversity helps us reach and understand our users in the best way possible.

any hurdle head-on.

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MARKETS & PRODUCTS

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MARKETS WHERE WE OPERATE

2012

Back in 2012, it made the most sense to launch in the Netherlands, where we are located. But soon, interest and demand from neighboring countries drove us to start adding regional domains. Since Dundle is a digital platform and delivering our products

2015 2016

is as easy as sending an email, we had an advantage and an opportunity. Thanks to the inevitable rapid growth and rise in demand, the jump to start selling internationally felt natural and we began operating worldwide in

2017 2018 2019

just a few short years.

2020 2021

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Products New markets, mean new product opportunities. By expanding to new regions, we work to, not only offer what our users are looking for, but also provide useful alternatives for them. Upon finding out what digital products are already in demand, and where, we specially curate our catalog of globally redeemable products, crossborder products and local products to best satisfy users, regardless of where they are.

Content Localization is key. And this process is not limited to the language alone, but also learning more about a country’s specific needs, habits and buying behavior. From customer service to product pages, we do our best to offer the most relatable and relevant content to all of our international users.

Payment System We want everyone to be able to pay the way they are most comfortable and familiar with. That’s why, aside from the basics, such as credit card or bank transfer, users can select their preferred option from our long list of accepted payment methods. This gives people with limited banking options the ability to purchase products they may otherwise not have access to. Dundle already offers roughly 70 payment methods and we routinely seek out more to add, thereby giving customers freedom and security when making their purchases with us.

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BRAND TRACKING Interest over time As a fast-growing brand, it is important that we monitor the popularity of our name on a global scale. By doing so, we get the insight we need to discover new and interesting market opportunities and to best develop our marketing strategies. Becoming an internationally recognized brand doesn’t happen overnight, but Dundle is definitely well on its way.

iGiftcards Dundle

DUNDLE RANKS

#38.784

100

75

IN GLOBAL INTERNET

50

25

0 Jan. 2019 BRAND GUIDE

May 2021

ENGAGEMENT 25

PRODUCTS WHAT WE OFFER Since Dundle is a global presence,

We always promise a fast and smooth

having an extensive selection of

experience for every user through

available products is fundamental

these valuable USPs:

and one of our strongest USPs. We

•

Instant digital delivery of products

have carefully curated catalogs for

•

Global purchase options

each region, all created with the user

•

A website that is accessible on any

in mind and therefore appealing to a

desktop, tablet or smartphone

worldwide market.

In the near future, Dundle is also Currently, we specialize in 6 different

looking to expand to other markets like

product categories:

automated calling top-ups, in-game

gift cards, online shopping cards,

items and online software packages.

payment credit, phone credit, gaming credit and games.

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DIGITAL PLATFORMS HOW WE CONNECT Social Media Thanks to our presence on social media networks, we can give a face to Dundle while also directly engaging with our audience on a more personal level. We use our profiles to connect with our users, promote ourselves and give real-time updates about the website or company. This two-way channel of communication enables us to receive direct feedback

while

simultaneously

building

brand authority.

Currently, Dundle has accounts on Facebook, Instagram and Twitter and is looking into more platforms to reach our users there.

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Display Ads Display advertising is an effective way to increase our brand awareness to the correct person. Through a combination of images, text and brands - our message is easier to understand and more relatable to our audience. The advertising banners strengthen the notoriety of our own brand as well as the product brands themselves.

With display ads, we are able to target a specific audience or goal, be it a particular category or product, or to raise brand awareness.

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CONTENT

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CONTENT HOW WE SAY IT

The Essence •

Authentic - We don’t lie to sell. From concept to creation, we produce content that we can confidently stand behind. Because

Our content is the voice we use to bring

if we believe in it and understand it, our users will too.

people in, guide them to where they need to

•

be and keep them coming back for more.

Engaging - With active language, we motivate people into action.

We present honest and useful content for

•

the user and through active, informative

Findable - We use Search Engine Optimization to rank as high as possible for the targeted search intent.

and engaging communication, connect with

•

them on a universal level.

Positive - Even if a product has limited use, we present the facts from a positive perspective and offer useful alternatives.

Tone of Voice

•

Relatable - Our content is globally accessible and made relevant

Dundle’s content is playful, but serious

through localization. Inclusivity across all of our culturally

enough to be trustworthy - informal

diverse markets is essential.

when

possible

needed.

We

and

take

formal our

when

•

Simple - We get the message across clearly and concisely.

customers

•

Smart - People’s time is valuable so we make sure our content

seriously by balancing the playfulness

is worth their time by offering reliable, applicable and up-to-

of Dundle’s personality with a relatable,

date information.

but respectful tone.

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STYLE GUIDE

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STYLE GUIDE WHAT WE LOOK LIKE The Logo The Dundle logo reflects the harmony of our company’s global mindset, one face with several facets. As one brand operating in one company from one location, Dundle is a smaller world within the much bigger digital world we’re all living in. Every idea and every value come together to form one powerful object - a shape that is only as strong as the lines that connect it. These lines represent the unified collaboration of diverse ideas, opinions and departments that can only move forward when everyone works together.

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Colors The assortment of colors we use stands for the diversity of knowledge, values and products Dundle offers.

Each color has its own meaning and quality within different cultures and they represent Dundle’s focus on inclusivity as well as variety.

#865387

#FF3451

#FF839B

#FFCB00

#FFE271

#0BB30B

#4EC84E

#007CD2

#66B0E4

#212528

53, 78, 20, 3

0, 92, 60, 0

0, 62, 18, 0

0, 20, 100, 0

1, 8, 67, 0

79, 0, 100, 0

66, 0, 93, 0

82, 47, 0, 0

56, 17, 0, 0

75, 66, 62, 69

134, 83, 135

255, 52, 81

255, 131, 155

255, 203, 0

255, 226, 113

11, 179, 11

78, 200, 78

0, 124, 210

102, 176, 228

33, 37, 40

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MAKE IT SIMPLE Heebo Light

Typography

ultimate font, there were two main requirements: it had to be bold but

HARNESS Heebo Medium

Hee

still playful.

Heebo Black

When Dundle was looking for the

bo R

egu

lar

DIVERSITY Heebo Bold

BE FUL PLAY Heebo Extra Bold

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Heebo Thin

Heebo Extra Bold

Heebo The font family from Heebo has 9 different font styles making it a perfect variation that can be used for different channels. Heebo has a nice, eyecatching bold font style which we use in all-caps for ads & social media.

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Roboto

Roboto Slab

Roboto features a friendly and open

We use the “regular” font style of Roboto

curve that is easy to read onscreen

Slab alongside the rest of the Roboto

making it perfect for the web. The font

MAKE IT POSSIBLE Roboto Slab Regular

family has 12 different style options and, on our website, we combine 5 of them: regular, medium, medium italic,

has a variety of font styles that can be used for other channels if needed.

Roboto Slab Bold

bold and bold italic.

KEEP GOING &

Roboto

Italic

Roboto Bold Italic

Roboto Medium

Roboto Regular

old

B oto Rob

HIGHER AIM

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family on our website. The font family

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Photography Gaining our users’ trust is essential and we do this by showing a clear picture of who we are through imagery.

With this transparency, Dundle offers a personal human connection, even as a digital space.

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Product cards Since cards are Dundle’s primary product, they should look the same

Multiple cards 5%

90%

5%

When we show more than one product card on social media, they should

across all of our channels. To create

be placed behind one another with a

uniform product card displays, we have

maximum of 3 cards of the same size.

guidelines on how they should appear

The bottom left corner should be placed

to maintain this consistency.

in the middle of the height and width of the card in front.

Border radius sum: •

Long side divide by 20

If more cards need to be displayed, then

•

Short side devide by 100 x 7,1

a collage should be used. These cards

Product card size: •

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should be rotated once at 5%.

Short size x 1,42

55

Pattern The pattern we use for Dundle always appears subtly in the background as a playful display of what we represent.

Different symbols appear throughout and they all relate to Dundle, such as gaming products, mobile recharge products, payment cards, gift cards, shopping cards and more.

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