What we did:
Market Research + Immersion
A fintech company in London, FinTark is founded on the pillars of Trust, Expertise and FutureFacing financial services, led by a team with deep expertise in commodities trading. Fintark approached LOCAL with the challenge to build a brand that would attract world-class talent for
its global operations.
LOCAL evolved a design language that positioned FinTark as a new player in fintech with a clear point of view on finance. It broke the clutter of corporate branding by rooting the visual style firmly in the commodities FinTark trades in. The result was a fresh, cutting-edge brand, true to the trade and trusted for its know-how. With 40 new recruitments, LOCAL's branding also supported the talent acquisition efforts for FinTark.
FinTark comprises two words – Fin (Finance) and Tark (‘Logic’ in Sanskrit),
harking to the founders’ Indian origins and field expertise.
Merging Metallurgy with Finance, LOCAL designed the FinTark logo to bridge the gap between Finance and Logic. The dual-tone wordmark not only denotes fintech but also offers a fresh perspective for the London market, giving a formal yet differentiated aesthetic to the brand.
The anagram of F and T is a compact mnemonic for the FinTark brand derived from the typography – to be used as a symbol across business collaterals.
Since greens and grains are the heart of the food served at plural, we used these ingredients and vegetable dye to create a bank of bank textures.
Colour and Type
LOCAL took inspiration from the spectrum of elemental colours that emerge when commodities are processed and extracted. The colour palette of the brand uses neon colours as well as a muted scheme of contrasting blues and greys. The typography consists of 2 formal and 1 accented type, which is an extension of the logo to be used across communications.
The brand visuals for FinTark are reminiscent of natural forms and elements that appear when ores are refined into commodities. The visual language is a broad canvas that includes the earthiness of copper, the iridescence of oil, the sheen and shape of metals, the magnetism of iron, strands of wires– all representing the commodities that FinTark operates in.
LOCAL developed FinTark’s brand visuals from the elemental processes of extraction and refinement that commodities undergo.
LOCAL designed a layout and grid architecture inspired by the periodic table, which was used
for internal and external communications.
LOCAL defined a photography guideline for FinTark which accented different textures and surfaces of elements that were used as backdrop for different marketing collaterals.
LOCAL’s collaboration with FinTark resulted in a clear, optimised and adaptable brand identity across interfaces between the company and its customers. LOCAL’s positioning and visual language not only translated fluently throughout FinTarks business communications, but also helped in talent acquisition, resulting in 40 new recruitments for the company’s global operations.
-Premvir Jain, Director, FinTark