FASANARA is a leading institutional asset manager and a fintech investing pioneer based in London. The company opened its doors in 2011 and recently decided to renew its brand to fit its mission: to be the institutional benchmark for fintech lending & digital investing.

Our goal was to renew the company’s logo and visual style, keeping visual ties to their old logo while making it more suitable for contemporary on and offline media. We also wanted to give the brand a wide range of instruments to accomplish this goal. We were tasked with standing out from the competition while staying, visually, within the same niche.

After conducting research on the brand’s competitors, we found a niche for FASANARA's new brand: Modern and up-to-date, the company provides digital-based solutions though proven methods. The overall character of their renewed brand should feel innovative and dynamic yet trustworthy. The company has prestige, and their first impression should be that they provide stable returns to their clients.

Their logo inherits its shape from  a pheasant feather, which is a classical symbol of prosperity. Here, it looks modern and suitable for use across different media channels. The letters in their logo have also grown larger, stronger and more stable, and the sign is visually denser. Alongside the steel color of the logo, white and black versions for printing were also created.

The glowing elements in the graphic and photo style point to the future and innovation, and corporate graphics — to mathematical analysis and Big data. For each format, the color palette shifts: deep blue for image communications, steel for publications with insights, and warm copper for podcasts.​​​​​​​