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.
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.