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Fininfo.bg

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The

Problem:

Fininfo BG approached Design Studio Eleven with a clear challenge: their existing brand identity no longer reflected the company’s evolving capabilities and ambitious growth plans. The brand lacked clarity, energy, and vision, making it difficult to inspire trust or communicate its potential to partners and clients. To achieve their future goals, Fininfo needed a refreshed identity that projected trust, opportunity, and collaboration.

Project
Details

Year

Client

Fininfo.bg

2024

Category

Finance, Information, Innovation 

Type of Work

Brand Strategy Verbal Identity Visual Redesign

Web Site 

Brand Guidelines 

Part 1:
Strategy

The foundation of every impactful brand is built on clear strategic insights. For Fininfo.bg, we initiated an in-depth research and strategy phase to define their brand positioning and uncover growth opportunities.

 

Research  

  • External Interviews: We conducted 21 interviews with platform partners and clients to gather insights into brand perceptions and identify key gaps in Fininfo’s current narrative.

  • Internal Workshops: Two collaborative workshops with the Fininfo team helped us uncover the core values, vision, and opportunities driving their business forward.

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Insights

 

These insights led us to a define a concept: Fininfo BG should position itself as “The Meeting Point of Ideas and Opportunities.” This positioning would serve as the anchor for their new brand identity, reflecting their role as a catalyst for growth and collaboration.

Part  2:
Design

With the brand strategy in place, we focused on bringing the concept of “The Meeting Point of Ideas and Opportunities” to life through a cohesive visual and verbal identity.

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Exploring Design Directions

We developed four distinct design routes, each representing a different facet of Fininfo BG’s identity:

  1. The Trusted Guide – Minimalist and approachable, designed to communicate reliability and expertise.

  2. The Dynamic Innovator – Bold and vibrant, appealing to clients driven by growth and forward-thinking solutions.

  3. The Strategic Partner – Emphasizing connection and collaboration, portraying Fininfo as a reliable ally.

  4. The Opportunity Connector – The chosen direction, symbolizing Fininfo BG as “The Meeting Point of Ideas and Opportunities.” This route emphasized connection, potential, and collaborative growth.

Final Identity Platform

The final brand identity was fully developed around the chosen concept. Key elements included:

  • Logo: A modern, connected design symbolizing collaboration and opportunity.

  • Slogan: "The Meeting Point of Ideas and Opportunities" — encapsulating the brand’s core message.

  • Visual Language: A clean, cohesive design system that conveyed clarity, trust, and partnership across all touchpoints.

Resolution:

The rebranding of Fininfo BG delivered a powerful transformation. The new identity projects clarity, trust, and collaboration, perfectly aligning with the company’s growth ambitions. By positioning Fininfo BG as “The Meeting Point of Ideas and Opportunities,” the brand now stands out as a trusted partner for businesses seeking innovative solutions and long-term success.

This refreshed identity not only resonated with existing partners but also attracted new opportunities by clearly communicating Fininfo’s value proposition in a bold and differentiated way.

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