Branding - Design
Shaping finance, together
Creating an innovative brand within financial technology world
Investment bank Sella, specialized in corporate finance operations and connected to the rapid transformation of its clients’ needs, decides to launch a new fintech platform.
As part of an ambitious and innovative challenge, we accepted the invitation from the Italian group to reestablish the value proposition of its financial ecosystem, outline the strategic platform and the new brand’s values, as well as its name and visual identity.
Openness, growth and accessibility are the driving principles, the key-values that emerged from a detailed analysis not only on Bank Sella’s identity and vision, but also on the requirements of all major players involved in raising the new digital platform, tuned with the market needs. “It is key to interact with other players through an ecosystem that promotes collaboration, not only the functional integration of finance transactions. We need more than a digital platform in order to grow”, explains Paolo Zaccardi, the CEO for Sella’s new open banking project.
The kind of involvement that creates value is a crucial aspect of the financial technology field. Zaccardi adds: “Banks are usually too sluggish to evolve by themselves. To participate on an ecosystem enables them the access to a fertile common ground, where the growing plants respond to every client’s needs."
But we asked ourselves, who is the value for? Among others, corporate clients who will then have simplified access to financial products and services.
The researches we conducted about competition were decisive to identify the language we wanted precisely to get away from, like the APIs, business incubators and accelerators – overly technological, undervaluing financial approach. We couldn’t take on the risk of positioning incorrectly in the market.
The name Fabrick is the result of a semantic exploration of the brand’s major values, a combination of the words “fabric” and “brick”, the ones with which the new ecosystem was built.
The fabric is not only a reference to the intertwining between players within the ecosystem, but it also evokes the history of the Sellas’ business.
The bricks, in turn, represent a way of financing that became accessible and modular, which can be combined according to pre-requisites.
Both concepts merge and originate the name “Fabrick”, which is also a reference to the factory, the act of jointly building and creating value.
“The era of monolithic services, in which a bank independently offered all traditional products, is over. The new way of bank operations is based on openness and collaboration with third parties, financial technology (FinTech), the great technology operators (BigTech) and, why not, even the traditional competitors and insurers, so they can create services with added value to the final user, who should be given the permission to play a central role in the market”, says Paolo Zaccardi.
Pulling ourselves away from a traditional and static market identity, we summed up the benefits of the ecosystem through a series of icons that, as if magnetically attracted by each other, join to form a circular core. A shape that is definite but unlimited, open and ready to make room for other elements and express all of its potential. The strength of Fabrick’s identity resides on the fact that it is an open, flexible and recognizable language. It is also an open and flexible visual system that can be applied to several touch points and adapted to different shapes and contents.