Industry
Fintech
Company Size
20
Years Prior
5
Project Year
2023
BrandPilot
Having originally 9 overlapping products and solutions that was confusing to anyone involved. Our BrandPilot programme brought together top management to streamline everything into a single, easily identifiable product (APIX). We collectively designed a dynamic visual identity system and messaging that captured the purpose and intent of APIX: “Collaborate to Innovate”.
The mission to enable growth for the financial services sector by accelerating innovation and digitisation
Our work began by identifying APIX’s core role as a connector and enabler — bridging innovation and regulation, agility and scale, global reach and local impact.
The Catalyst for Open Innovation in FinTech
Our strategic direction for APIX was rooted in aligning the dual nature of the platform — innovative yet secure, cutting-edge yet approachable — with the needs of its users, who seek discovery, collaboration, and inspiration in a fast-moving digital space. Through in-depth brand workshops and close dialogue with the APIX team, we distilled these traits into a clear brand core: a trusted catalyst for open innovation in financial services.
Branding as a Strategic Enabler
From pitch decks to product demos and marketing campaigns, the revitalised brand empowered teams to speak to partners and stakeholders with clarity and conviction. It simplified complex ideas into accessible narratives and created visual coherence across touchpoints — reinforcing APIX’s role as a trusted, forward-thinking platform in a traditionally conservative industry.
In essence, the brand became an operational tool, enabling the team to scale their efforts, foster collaboration, and push the platform confidently into its next stage of growth
