FairFX is part of a new breed of fintech companies offering a simple alternative to the high street bureaus, and greater transparency in foreign exchange rates. Their technology ensures that wherever you are in the world you can take advantage of a fair exchange, and keep track on what you are spending.
The challenge was that the online brand didn’t deliver against the promise. It was fragmented and communication confusing. We had to refresh to bring cohesion, clarity and improve the ease of product navigation.
OUR STRATEGY: MOVE FROM TRANSPARENCY TO VISIBILITY
Many brands in this sector talk about transparency and clarity but none were delivering against it. Transparency is hard to prove. Visibility however actually helps customers to make great decisions. We re-framed the existing brand around a new proposition, “Know where you are with FairFX”. Instead of talking about deals and low rates we spoke instead of the value you can see and being empowered to make good decisions. We evolved the FairFX logo to a big F that we used as a flag to point at the visible differences.
Through this brand lens, we then developed distinct product propositions to bring clarity to the way people understood and bought travel cards. Our proposition was then taken into television advertising and our new logo forms the end line.
MAKING IT WORK IN THE REAL WORLD: 3 GUIDING PRINCIPLES
1. Give brand assets real meaning – give existing assets real meaning and define their role in delivering against the new proposition.
2. Unlock the values of fintech – capture the essence of the fintech movement in a way that’s distinctive from old world finance.
3. Create a branded blue world – work with the existing libraries to create an own able inspirational, blue branded world.