The Challenge
US brand FusionIQ needed to rethink and refresh its brand to stay relevant and competitive in a rapidly evolving financial tech landscape. Its branding had become dated and no longer reflected the high-end, innovative product line that FusionIQ was building. A strategic rebranding would reinforce FusionIQ’s position as a leader in premium financial solutions and attract discerning partners/clients seeking innovative, reliable services that align with their high standards.
The SOLUTION
The branding solution for FusionIQ involves a comprehensive reimagining of its visual identity and communication strategy. This includes developing a cohesive system of flexible graphic elements that create a unified and modern look across all touch points, moving away from a traditional logo and mark to a more flexible visual language. A sophisticated colour palette will be established for the main brand and its service divisions, emphasizing innovation, trust, and premium quality.
The initiative also encompasses designing a new, user-centric website that showcases FusionIQ’s high-end offerings and expertise. Additionally, targeted social media campaigns and marketing efforts for industry events will be implemented to elevate brand visibility, engage discerning clients and partners, and reinforce FusionIQ’s position as a leader in premium financial solutions.
Sherpa Creative was brought on board to translate FusionIQ’s brand strategy into a new brand that could match our ambitions, and they delivered.
Douglas Anweiler, Chief Brand Officer
Deliverables
Identity Design
Social Media
Stationery Set
Website
Trade Show Marketing
Email Signatures
Video
Support
SEO
Copywriting
Animation
Promotional Marketing
Begin with
the Strategy
Understanding The Client
This phase included a collaborative exploration session of the brand/business, looking at visual elements including colour palettes, typography, photography, and iconography.
The goal was to establish a cohesive and modern visual language that aligned with FusionIQ’s high-end, innovative positioning.
To ensure strategic alignment, we held meetings to review the history of the brand, the strengths, and its goals and target clients, which helped identify key success drivers such as brand values, target audience insights, and required emotional tone. This aligned effort ensured that the visual concepts were well thought out and provided a strong foundation before moving into design development.
A new identity for the new direction
Invest in the company's future
The logo architecture featured a simple, bold design that reflected FusionIQ’s disruptor approach to its industry software solutions—coming together to provide tailored, adaptable services. The icon shape symbolized this modularity and flexibility. The wordmark utilized the Avenir font, a geometric sans-serif typeface with humanist features that added warmth and approachability, enhancing legibility and harmony across various applications. The process included creating a comprehensive system of divisional logo lockups and a logo/tagline configuration, ensuring consistency and versatility across all brand touchpoints.
Sherpa listened, understood the strategic direction, and brought it to life with a new identity that was clear, confident, and distinctive.”
Douglas Anweiler, Chief Brand Officer
Brand Guidelines. Delivered
Rules for consistency
A comprehensive Brand Guidelines document was developed to ensure consistent application of the new visual identity and new brand elements. This guide covered voice & style, logo usage, colour schemes for web and print, typography standards, visual style elements, and templates for brand collateral. It served as a reference for the client to maintain brand integrity across all communications and touchpoints, supporting cohesive brand expression.
Make it easy to sell.
Communication that builds value
The approach to the design and layout of communication materials was to ensure it was not overly technical and that the end result would work successfully in both print and digital platforms.
A series of sell sheets for each division was created based on this approach. Additionally, pitch deck templates were created for the sales team to effectively communicate FusionIQ’s value proposition, ensuring messaging consistency and visual impact in all client interactions.
Tradeshows and Events
Standout in the crowd
To elevate FusionIQ’s presence at industry events, booth graphics, animated explainer videos, informational signage, and planned out promotional giveaways were designed.
These planned elements reinforced the brand’s premium positioning and helped facilitate engaging, memorable experiences for event attendees. Successful execution of these pillars helped push new partnerships that help drive business.
Attending both large and small events in multiple cities required more than one solution so we worked with a supplier in the US that could handle the hardware/printing delivery without having to the cross the border.
Refocus the Digital Position
Building online equity
A new, user-centric website was crafted to showcase FusionIQ’s high-end solutions from their founding team expertise.
The new site incorporated the new visual elements, featured animations to enhance engagement, and streamlined navigation for industry partner groups. The design reflected the brand’s innovative spirit and provided a seamless digital experience while communicating in a simple and approachable method.
From typography and colour to layout and motion, every choice was intentional. Sherpa helped reinvigorate the brand by effectively communicating our position to better engage potential partners.”
Douglas Anweiler, Chief Brand Officer
Compound Social Interest
Do it well. Do it often.
A comprehensive suite of social media support graphics and animations was developed to support an ambitious engagement strategy.
Using a mix of photography, graphics, text, and motion, we created a wealth of visual support to help FusionIQ connect with their audience and celebrate their success.
This system helped position FusionIQ as a thought leader and disruptor in the sector, ensuring consistent branding across platforms and maximizing visibility among target audiences while staying accessible and approachable.
Conclusion
The rebranding of FusionIQ represented a strategic effort to modernize and elevate its positioning, ensuring it remained competitive within the rapidly evolving financial technology landscape. The company was able to revitalize its market presence, clarify its core message, and differentiate itself from competitors. Application of the new branding assisted in aligning employees with the company’s refreshed vision, ultimately creating a more cohesive team that could focus on the corporate path ahead.
Overall, the investment into FusionIQ’s brand helped foster new partnerships within their identified markets, as well as win industry awards/recognition, resulting in growth and expansion of the company and the sector.
Sherpa unified our visual presence across channels while elevating the brand to stand out in a crowded and often indistinguishable wealthtech market. The team helped fuel real momentum inside the company and out in the market.”
Douglas Anweiler, Chief Brand Officer
Ready to start
a Brand Trek?
Sherpa Creative’s BrandMap process helps you confirm your business goals and get laser-focused on your audience and strategy. Establishing these baseline decisions from the start avoids costly pivots that come from having to redo creative elements built on a whim. Let Sherpa’s established process help your business get your branding right the first time and build a solid foundation to reach your target audiences.