The merger of two financial software powerhouses created Finastra, one of the world’s largest fintechs with a presence in 130 countries and 48 of the top 50 global banks as customers. A few years after the merger, Finastra needed a more powerful brand narrative, image and culture in line with its new five-year business plan.
Positioning the company as an innovative and agile fintech for customers, partners, developers and employees was paramount. We re-framed the Finastra brand narrative to be simpler and more compelling for an entire ecosystem of audiences.
Special messaging for recruitment communications was created in order to attract the best and brightest professionals and software developers worldwide. We identified the need for new and improved identity elements that would enhance the look and feel of the brand, and expanded the identity tool kit allowing for the brand to be applied more expansively and with greater flexibility without compromising brand consistency.
We built an identity sub-system for Finastra’s 10,000 employees that suited the particular profile of each audience in line with the new employee proposition. And augmented this with new guidelines for employee communications.