Evolving a fintech identity beyond the generic.
FundGuard’s original brand had been created at the beginning of the company. As the business matured, the identity needed to feel more distinctive, memorable and technology-led.
Reflect a more sophisticated fintech business without becoming another conservative investment brand.
The existing identity felt dated and generic against FundGuard’s current ambition. The client described the desired direction as a “metaverse aesthetic”: light, modern and technology-led.
The goal was to combine that forward-looking character with enough authority for an asset-management technology business.
Create a sharper identity from typography, colour and a repeatable brand device.
Form explored typography-led logo options and used in-situ mock-ups to show how the identity would behave in practice.
A fresher palette and a distinctive A/Delta form created a brand device that could be repeated, adapted and used to generate halftone technology graphics.
The work in motion.
Make the same identity work online, in offices and at events.
Form supplied graphics for FundGuard’s web-development team, then created launch social content around the updated business story.
The identity also moved into office graphics, exhibition stands, PowerPoint templates, business cards and stationery.
A fintech identity with more character, more colour and more room to scale.
The refresh gave FundGuard a distinctive system capable of working across product marketing, corporate communications, events and physical environments.
