Let’s Talk

Let’s Talk

Building an engaging brand

Fexco was established in 1981 and now offers products and services across fintech and business markets around the world. Fexco engaged Dynamo to refresh the brand for the first time since its inception.

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.

We’ve delivered:
> 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

The impact:
Rollout of the new brand began with an employee-focused programme, ‘be@fexco’. Early feedback from employees and stakeholders has been extremely positive.

“The collaboration with Dynamo has signalled a real step change for Fexco. They worked closely with each division of the business and our corporate HR department to gain a broad and deep understanding of the business needs. Their creative spirit has taken our new strategy and energised it. Our new brand identity and communications has helped get us ready for the next exciting phases of a journey we started over 37 years ago.”

Shane Kavanagh

Group Marketing Director, Fexco

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