The Challenge: FII, a financial securities company, asked us to develop a sub-brand for a new business they were launching called Financial Technologies Solutions. FTS develops software products designed to streamline and automate back common office financial tasks. These routine tasks were traditionally quite labor-intensive and tedious and needed to be rethought. Our job was to develop the new company brand and position FTS as innovative and efficient. However, it was extremely important to respect the nature of the securities industry and develop the brand within the context of a highly-respected, trusted and solid firm.
Our Approach: Mixing icons and hand-drawn elements, our designs incorporate vibrant colors and new perspectives on typical themes. The clean look eschews complication and conveys assurance, professionalism, precision and efficiency. Design elements were carried from the parent company logo to create a completely new identity.
The Result: FTS’ brand positioning emphasizes expertise, efficiency and cost-effectiveness. These attributes are echoed in the brand visuals, from the logo to the website, stationary, sales collateral and trade show booth.