In actuality, Findity was not a single company, but two: a ‘white label’ expense software provider for businesses to incorporate into their own expense management solutions under the Findity name, and also a standalone package sold through a brand called Companyexpense. Having dual brands in the marketplace was an impediment to their goals of global expansion, and they were looking to integrate both into one unified brand.
After a series of workshops with Findity’s leadership, we unified the brand under the Findity name and refined a coherent messaging strategy that reflected their new position: inspirational, knowledgeable, understanding, and most importantly, passionate about eliminating the pain of expense management for everyone. The new logo mark, a stylized F symbol, was inspired by Nordic runes symbolizing wealth, money, and financial strength. The brand depicts a cross-section of life, free of the hindrance of expense management, paired with a modern color palette and no-nonsense, ageless type.
Findity has gained clarity from the new brand, allowing them to stand out in an otherwise crowded market while better communicating their product benefits to a much wider audience. Developing strategic alignment and creative work hand-in-hand resulted in a coherent central framework that clarified a complex internal debate, allowing Findity to speak with total confidence while ensuring credibility and projecting their warm, knowledgeable personality more broadly.