FINTECH REBRANDING METHOD
Flowdesk Rebrand
Brand identity for an innovative fintech company specializing in fully managed market-making and digital asset management solutions.
About
Flowdesk wanted a rebrand to better reflect their position as a leader in the digital asset ecosystem. The previous branding did not fully capture their mission to provide trusted and innovative market-making solutions. The rebranding aimed to establish trust and credibility quickly while positioning Flowdesk as an advanced market-maker and digital asset management solution
Our Role:
-> Brand Discovery
-> Visual Rebrand
-> Identity System
-> Brand Guidelines
-> Brand Discovery
-> Visual Rebrand
-> Identity System
-> Brand Guidelines
Discovery
We conducted several in-depth discovery sessions to explore Flowdesk’s brand personality, core values, and market stance. Insights revealed the need for the brand to balance the identity of a classic financial institution, fintech innovation, and a startup. The target audience was identified as being tired of ultra-modern, crypto-style visuals.
Logo Redesign
The new Flowdesk logo visually communicates the volatility surface of the implied crypto market. The design emphasizes trust, fluidity, and technological advancement. Perfecting the logo design involved creating an accurate grid system for balance and harmony. The brand colors include shades of blue and subtle black, representing expertise, innovation, and a tech-focused approach. Flowdesk's color palette conveys, “We're experts, we're innovative, and we are tech-focused."
Graphic System
The graphic system incorporates brand elements that enhance visual recognition across digital and print platforms. This system ensures a cohesive and impactful identity, with brand graphics placed strategically to maintain consistency and visual appeal. The graphic system includes brand patterns and other elements that support Flowdesk's visual identity.
Brand Guidelines
The comprehensive guide covers logo usage, color palette, typography, and brand graphics. These guidelines ensure the uniform application of the brand identity across all materials, maintaining a professional and recognizable look.
