Beyond the transactional
Financial services and fintech is a rapidly changing world. A company born out of foreign exchange, it now trades across the world powering US$10 billion in financial transactions annually. Fexco had the desire to move beyond the transactional to be more conversational, engaging and accessible.
‘Opportunities to engage’
We were inspired by the strategy, and its expression – ‘Building Borderless Business’. So, the new brand speaks as a builder rather than a banker. It expresses the vision of creating a business world without boundaries. Our more friendly language, a new brand mark, the visual system and imagery all support the concept of a more expansive, innovative and people-focused business.
> Brand strategy and architecture
> Brand communications platform
> Visual Identity
> Graphic brand system
> Brand tone of voice
> Brand engagement video sequences
> Communications design
> Identity guidelines
> Employer engagement programme
Rollout of the new brand began with an employee-focused programme, ‘be@fexco’. Early feedback from employees and stakeholders has been extremely positive.