Fnality

The client

Fnality is revolutionising the way global finance works. Having started as a pure research project to better understand how Distributed Ledger Technology (DLT) could change financial markets, the project grew to include a consortium of financial institutions who wished to explore how Blockchain and DLT could use tokenised cash assets to settle securities trades. 

Fnality now boasts 20 international financial institutions as shareholders, including Barclays, BNP Paribas, Commerzbank, Goldman Sachs, ING and Lloyds Banking Group.

Active in the UK with plans for international expansion, Fnality will allow global banks to settle payments in real-time, reducing costs and risks, and preparing financial institutions for the tokenisation of financial assets.

The challenge

As a niche offering within the finance sector, Fnality struggled to explain their complex service in plain English. There was no cohesive messaging, and they lacked clear articulation of who they were and the key benefits for each of their diverse audiences. Fnality needed to build credibility and present a compelling proposition.

The brand, unchanged since the organisation formed, needed to mature to reflect its revolutionary impact on global finance. Their previous brand identity resembled that of a start-up, which didn’t align with their aspirations, and the look and feel of Fnality’s legacy website didn’t reflect the transformational nature of their business, or serve as an effective platform for broader marketing activities.

Our objective was to deliver a narrative-driven experience that clearly positioned Fnality’s offering and capabilities. 

We wanted to create a site that not only met immediate needs, but was also flexible enough to grow with Fnality. The site needed to extend existing marketing activities for known prospects and introduce the brand to new potential clients. Expanding Fnality’s ability to attract relevant organic traffic was also a key goal.

What we did

Our core objective was to deliver a narrative-driven experience that clearly positioned Fnality’s offering and capabilities.

The project followed a strategic process rooted in extensive research:

Audience and category research

• We conducted market and competitor research and an immersion session with key stakeholders.
• Customer interviews (up to seven) and employee interviews (x5) were run to gain deep understanding of audience segments’ preferences, triggers, and pain points, as well as internal views.
• This research validated the need for a site that builds trust, educates audiences, and clearly communicates benefits.

Strategy and messaging

• A comprehensive brand strategy and key messaging framework were created from the research findings.
• This included tailored recommendations for segmentation, targeting, and positioning to address the diverse audiences.
• The approach incorporated performance branding principles to align the brand strategy and visual identity with business objectives and market needs.

Visual identity and digital experience

• We developed a distinctive visual identity and detailed brand guidelines.
• A roadmap was set out for the new website design and build, designed to be flexible and scalable for future growth. Key outcomes for the website included improving brand credibility, making it SEO-friendly, and effectively integrating with tools like HubSpot for a data-led approach.

The results

The project delivered a clear, research-led foundation for Fnality’s future growth.

• Strategic clarity: A deep research report provided insights into company perception, values, core proposition, and message resonance, leading to clear recommendations on how to communicate value to different audiences.
• Refreshed brand: The refreshed brand identity and detailed guidelines allow Fnality to communicate its value more effectively and reflect its role as a world-class payment system, supporting the goal of attracting relevant organic traffic.
• Foundation for digital growth: By aligning brand and marketing for effectiveness, Fnality now has a robust platform to support its ambitious expansion plans into the US and EU.

Be chosen before the search begins

Stop playing it safe and start working with us to create marketing that earns attention, builds trust and puts your brand ahead of the competition before buyers even start looking. To escape the ordinary and become truly unforgettable, all you have to do is get in touch.