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Leading the Way: FYNXT's Rebranding Journey in Financial Technology

Finance
Technology

REBRANDING FINANCIAL TECHNOLOGY

SOLUTIONS WE PROVIDED

FYNXT is a global technology company empowering the digital future of financial institutions. Purpose-built for the financial space, FYNXT’s easy-to-use SaaS solutions streamline their customers’ business processes to accelerate their digital transformation, bringing every client engagement - spanning forex and multi-asset brokerage firms, wealth managers and ROBO advisors, global remittance providers as well as banks and insurance companies globally.

This rebranding highlights FYNXT's expertise as an experiential brand to effectively convey FYNXT as a forward-looking, next generation technology provider. The logo draws emphasis to the element of the letter 'X' that resembles that of a forward-facing arrow. Together with the top stroke of the letter ‘T’ being customised to feature parallel edges that present the notion of acceleration and movement.

FYNXT is also the proud recipient of the Indigo Design Awards Bronze in Technology 2022. View the award here.

BRAND POSITIONING

We repositioned FYNXT to move towards being an experiential brand by emphasising on the experiential attributes of their technology to communicate an immersive and integrated experience that redefines financial technology for its customers.

FYNXT’s new brand essence, ‘Empowering Your Digital Future’, captures the innovative and intrinsic nature of its end-to-end digital platform solutions to convey the unique and transformative user experience it provides for customers. This is brought to life with the brand's tone of voice to reflect FYNXT as a trusted and professional brand with the knowledge to help businesses efficiently pivot in this digital age.

BRAND IDENTITY

FYNXT's refreshed brand identity presents a clean, modern and professional look. The main corporate dark blue symbolises the confidence, security, and experience FYNXT has in the fintech industry. At the same time, the lighter sky blue shade adds loyalty and a touch of empowerment to the brand.

The graphic style is a direct adaptation of the brand's logo to establish a strong connection between the logo and the brand identity. Crafted with purpose and meaning, the logo symbol can be deconstructed into individual parts representing FYNXT’s brand essence and values. The forward-facing arrow from the logo symbol can be used alone or built into a seamless pattern to be used across FYNXY's touchpoints, thereby maintaining strong brand recognition. Similarly, FYNXY's imagery adds a human touch to the brand in portraying the seamless integration of FYNXT’s product offerings with its customers’ businesses around the world.

BRAND TOUCHPOINTS

With FYNXT’s transition to a experiential brand, we developed a wide range of touchpoints that seamlessly incorporates FYNXT’s new brand positioning and identity in order to effectively reach FYNXT’s customers. This includes name card, product fact sheet, digital ad, signage, totebag, website and more.

These touchpoints combined with the new colour palette and graphic style serves as an important component in portraying FYNXT’s professionalism and expertise in forming a comprehensive and consistent brand experience for its customers. This in turn demonstrates the versatility of the key visuals in conveying the brand’s tone and message effectively.