We began by examining the new business strategy and having in-depth conversations with key members of the leadership team including the CEO, COO, and the newly-appointed Chief People Officer. Finastra’s aim is to be the leading pure-play financial software company with an open architecture model that powers innovation in financial services.
To deliver their vision, they needed the brand to act as a powerful platform, shaking off any residual bank-like corporate perceptions, and positioning the company as an innovative and agile fintech for customers, partners, developers and employees.
We re-framed the brand narrative to be simpler and more compelling for an entire ecosystem of audiences. In addition, we developed a powerful employee proposition idea: Join the movement to create a more open financial world – and created special messaging for recruitment communications to attract the best and brightest financial professionals and software developers worldwide.