Brand maturation for a shift in global finances.

Fintech organisation Fnality required a brand refresh ahead of launching into the next chapter for their business.

Initially starting out as a research project, Fnality has developed and implemented a distributed ledger technology (DLT) that will revolutionise the way decentralised wholesale payments are made. They found themselves in a critical point, requiring a refreshed identity that could proudly and confidently own both now and in the future.

After auditing Fnality’s existing identity, we proposed a much-needed refresh to certain visual and messaging elements that would ensure the brand was fit-for-purpose in dealing with type of clients they work with – a pool that includes the central banks of entire nations.

The original branding was not necessarily broken, but it lacked maturity and needed refinement and finessing in order for it to properly represent the organisation. Developing an identity that could foster trust and indicate responsibility—while still promoting the game-changing nature of the work itself—was imperative.

As well as strengthening key assets like the company logo and brand colour palette (as well as introducing nuance to both so that it could flex across a range of future needs), we ran a programme of updates across the visual and verbal identity that helped bring Fnality some much needed “brand maturity”.

To create a unique and identifiable visual language for the brand, we took cues from the Fnality icon and created a suite of 3D ‘prisms’ (the new lens through which to view global finance) that would allow Fnality to “show up” without over-reliance on corporate stock photography.

These assets are useful to deploy alongside complex content, providing much needed visual respite without detracting from the ideas themselves. Similarly, they provide a simple signal of Fnality’s involvement and/or ownership, helping to strengthen the brand’s position as it seeks to lead on the new way of making transactions.

The finished identity

The Fnality team fully embraced the new chapter of their brand, and rollout across all applications continues to progress. Overall, the brand has been successfully “matured” from theoretical research to bonafide game-changer for the way global finances work.