REBRANDING FINANCIAL TECHNOLOGY
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.
Empowering Fintech Innovation with a Future-Forward Brand Identity
THE CREATIVE CHALLENGE
Positioning a global fintech platform as an innovative and immersive technology partner
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FYNXT needed to transcend standard SaaS expectations and stand out as a forward-looking technology provider for financial institutions
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The lack of a strong experiential brand identity made it difficult to communicate the integrated and transformative nature of its end-to-end digital solutions
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Visual branding and narrative didn’t highlight FYNXT’s ability to support diverse fintech clients— from forex brokers to wealth managers and banks
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Without a compelling identity, FYNXT risked being seen as just another software vendor rather than a premium, future-ready brand in fintech
THE SOLUTION
Developed an experiential brand visual system and messaging that reinforces innovation and trust
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Crafted the brand essence, “Empowering Your Digital Future,” to encapsulate FYNXT’s capability to deliver transformative fintech experiences.
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Designed a refreshed identity featuring a modern logo—highlighting the ‘X’ as a forward-facing arrow and a stylised ‘T’ to evoke acceleration—symbolising motion and progress.
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Established a clean, professional colour palette of deep blue (confidence, security) paired with sky blue (empowerment, trust).
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Created a versatile graphic system that deconstructs the logo into patterns and iconography, reinforcing brand recognition across digital and physical touchpoints.
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Rolled out consistent brand touchpoints including UI/UX design, business communication, print collateral, and digital ads to form a cohesive and compelling brand experience
BRAND POSITIONING
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
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.
"This is a very exciting time to be in the FINTECH space. We’ve long known that for our customers, it’s always about (client) acquisition, engagement, retention, and ultimately, client lifetime value. This is really where we shine."
Yulia Saksen
International Brand Consultant and Co-Founder of Creativeans
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