fnality
Agency work
The challenge
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 the 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 response
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.
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.
The results
The resulting brand refresh gives Fnality the platform to build on their early success and take the next step in their journey with confidence.
The entire brand identity was codified on a Standards.site web environment, giving the Fnality team (and any external suppliers) access to the guidelines anywhere with an internet connection.
