The rise of fintechs, large B2C players and new entrants are disrupting up the industry by developing innovative technologies and implementing new business models. No clear provider or category that provides right set of solutions needed for this. Everyone is discovering their own ways of building target solutions and operating models.
Founded by Puneet Gupta & Neeraj Wadwa, Neofy is a one stop digital financial cloud provider offering : pre-orchestrated financial services cloud that allows a bank or a FinTech company to launch itself from scratch with a predominantly pay-as-you-go Software-as-a-Service (SaaS) model.
Neofy identified that setting up an all-cloud, AI-enabled, secure and a hyper-personalised neobank is a complex affair it requires over 30 different moving pieces which need to be integrated before one can even start getting a semblance of a standard bank, let alone a Neo-Bank. Tens of millions of dollars worth of CapEx and over a year to 18 months for a true operationally ready bank to get launched.
The challenge here was that we needed to create a visual identity that could highlight Neofy’s unique value proposition, the brand needed to feel modern but also experienced enough to be trusted by it’s users to help them create entire banking ecosystems.
After extensive competitor research, discovery workshops and multiple co-creation sessions with Puneet and the Neofy team we created a new brand identity, website and the social media marketing campaign.
We also established the brand guidelines to ensure consistency, it included the best practices for the usage of the visual identity, communication strategy, illustration guidelines.
The Neofy identity is designed to effectively communicate the modular nature of the product and the journey of a user through the use of specific design elements. By using blocks as a key element of the visual identity, the brand is able to emphasise the modular nature of the product and the way that it can be customised or assembled in different ways.In addition to the blocks, the logo was crafter using circles and lines to highlight the journey of a user. The circle represents the various stages or steps that a user goes through as they interact with the product, while the lines symbolises the connections or relationships that are formed as a result.
We used Montserrat which is a sans-serif typeface. It has a modern, clean, and geometric design, which gives it a futuristic feel. It also has a wide range of weights and styles, which can make it highly versatile and adaptable to different design needs.