Strategy, Branding & Identity Design
Amnis is an electronic foreign exchange and international payment solution designed for SMEs. The reason behind their desire to rebrand was to connect with a new global audience that conquers new markets with an identity that mirrored their new services. Their dedicated platform for SMEs reduces the amount of time to make a payment, in addition to the transfer cost, whilst allowing the customer to buy currency at a better price. Their main point of differentiation from competitors is the platform’s direct access to money exchange and transfer, whilst being transparent.
By performing competitor analysis, we established the importance of balancing the simplicity of the tools available, whilst championing the technology that developed these tools. Whilst four competitors target SMEs, they have limited tools with less emphasis on embracing the technology that provides a wealth of benefits to Amnis customers. It became clear that transparency was an important selling point for Amnis, with customers given clear and consistent fees and rates on all currencies. Whereas competitors’ fees varied and were not easy to determine, thus creating confusion.
When developing the Ideal Client Profile we determined the 42 year-old Finance Manager made multiple international payments using simple tools that save time and reduce costs. He brings a strategic focus to his role, with a keen interest in new and reliable tech that would ultimately improve his performance and reputation with his employer.
Following a thorough review, we came to the decision to simplify the name from Amnis Treasury to Amnis. Given the new range of services, the company no longer serves solely as a treasury. Amnis is the latin translation for stream; symbolising the fast-flowing, simple process, along with the transparency reflected within each transaction. For that reason we were confident that Amnis remains a very appropriate name for the new brand, whilst maintaining familiarity with the established audience.
We held workshops with the major stakeholders, where we refreshed Amnis’ core values, and identified their tone of voice. The next task was to translate everything about the ideal client, the brand, goals and create three stylescapes that visualise the new brand.
Stylescapes are a collection of brand elements such as typography, colours, iconography, patterns, etc. They are an enhanced moodboard that showcase the proposed vision for the brand. Stylescapes allow the client to provide feedback and approve the direction for the visual identity, whilst providing the customer with peace of mind that the project is heading on the right course. Whilst having their own unique traits, each of the three stylescapes share an emphasis on simplicity, whilst providing a nod to the intuitive tech behind each tool. The look and feel attempts to evoke the trust that is built through the transparency, lower rates and consistent fees offered by Amnis. We presented each Stylescape to the customer, detailing our explanations behind each of them. The client chose a combination of elements from Stylescape 1 and 3. Stylescape 1 has a smoother transition from the original branding, whereas stylescape 3 connotes the embracing of new technologies and a forward-thinking nature. Our mission was to refine and harmonise these assets to ensure consistency. Stylescape 4 was developed to share a balance between contemporary and conservative, which connects with the target audience and communicates a simple, secure and innovative platform. The same intentions are applied to the updated colour palette, with the primary blues reflecting the intelligent, reliable and dedicated service. The balance of colour is broader and lighter, showing optimism and signifying an open-world.
The approved lower-case Amnis logo with a geometric typeface reflects the pursuit of a forward thinking, open-world and ability to consistently innovate. The wave design within the icon reflects the brand names’ latin translation for stream and the constantly moving philosophy of the business. The pattern consisting of four arrows are a nod to Amnis’ Swiss heritage. The segmentation of the Swiss cross into four arrows conveys the expansion into the four corners of the earth. The upward and forward direction of the arrows represents the positive results and development customers can achieve. The secondary, low-contrast geometric pattern evokes automation and intuitive systems that are always working behind the scenes. The individual elements inside the pattern showcases the currency exchange process and financial and professional growth.
The visual identity aims to achieve a clean, simple and distinctive fit for the brand’s image. We developed Amnis’ brand guidelines where employees and suppliers can utilise each asset with confidence whilst achieving consistency throughout each application.
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