Brand Identity Redesign for a Multi-Asset Broker

FinTech

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About the client

In this business case, Andersen’s customer was a well-established brokerage company founded in 2007. Operating in Forex, indices, commodities, and crypto markets, the company sought to instill trust, demonstrate reliability, and emphasize its high standards and efficiency.In this business case, Andersen’s customer was a well-established brokerage company founded in 2007. Operating in Forex, indices, commodities, and crypto markets, the company sought to instill trust, demonstrate reliability, and emphasize its high standards and efficiency.

Location:UK

Business Context

The client engaged Andersen to reimagine their brand identity, beginning with a logo redesign and extending to the development of a cohesive visual communication system. The scope included the creation of a refined color scheme, a distinctive typographic framework, and a flexible set of creative assets.

Our objective went beyond aesthetic modernization. We aimed to build a structured and scalable visual ecosystem capable of ensuring brand consistency across all communication channels and customer touchpoints.

Andersen’s design team developed a contemporary and strategically aligned identity system that not only refreshed the brand’s visual language but also strengthened its market presence, recognizability, and long-term adaptability.

Challenges

During the project, our team faced the following challenges:

Positioning the customer in a highly competitive market while reinforcing both credibility and a modern brand image;
Highlighting that the promise of ultra-low commissions was made possible by reliable technology and proven expertise;
Subtly differentiating the brand beyond pricing by emphasizing its advanced capabilities and access to a deep liquidity pool.

Project overview

Andersen refreshed the client’s brand in close collaboration with their team. We redefined the visual identity and established a cohesive digital design system. The project included a logo redesign, the development of a scalable visual language, and the implementation of the updated identity across the company’s website, mobile UIs, and other digital touchpoints.

About the project

Our priority was to help the customer move beyond the perception of a traditional brokerage and reposition the brand as an innovative and future-oriented trading platform for both experienced traders and newcomers.

App functionality

To address the strategic objectives, Andersen developed a unified visual and communication system designed for long-term scalability:

Thorough logo redesign to establish a distinctive and modern brand;
Creation of a refined color system combining deep gradients with high-contrast accent tones;
Definition of typography standards and layout hierarchy;
Development of custom illustrations, iconography, and digital graphic assets;
Design of adaptable templates for website sections, dashboards, and social media;
Delivery of a structured brand guideline in Figma (encompassing both PDF documentation and interactive components);
Seamless integration of the new visual identity.

Solution

The resulting package successfully differentiated the customer, matched and exceeded industry best practices, and appealed to target audiences across varying levels of trading experience and geographic regions.

Project results

The updated identity established a consistent and recognizable visual presence across all user touchpoints. With our assistance:

The brand achieved a more contemporary and tech-oriented appearance;
Visual consistency was ensured across all digital environments;
Communication materials became standardized and scalable;
The company strengthened its market positioning through a cohesive brand experience.

Color palette

In this case, Andersen collaborated with a financial services provider to support advisors through expert portfolio analysis, reporting, and performance evaluation. With over 320 years of combined experience,  the company places a strong emphasis on credibility and long-term  reputation. A consistent and distinctive visual identity plays a key  role in reinforcing these values.

AAAFx is not just a conventional broker for clients who know the way,  it also offers an opportunity for an everyday person to learn and trade  simultaneously via its renowned social trading platform

The client asked to redesign the logo and develop elements of visual communication such as corporate colors,  typography styles, and different creative assets. To make the brand's product visually up-to-date, we’ve developed  modern illustrations and versatile graphic assets to cover different aspects of visual communication.

The color palette combines a bold neon lime  as a primary accent with deep purple for contrast, creating a dynamic and modern visual identity. Neutral tones—white, light gray, and near-black —provide balance and clarity, reinforcing a sense  of professionalism and trust.

Icons

Illustration

A custom icon pack was developed to complement the brand’s visual identity, featuring a consistent line style and geometric construction. The set ensures clarity and recognizability across all touchpoints, adding a distinctive and cohesive visual language.

Our illustrations are built around a modern fintech aesthetic that combines technology, trading, and digital finance themes.  The style uses simple geometric shapes, clean outlines, and minimal details to keep visuals clear and scalable across interfaces.

The color palette is based on dark gradients with bright neon accents such as purple, magenta, and electric yellow.  These colors help highlight key elements like charts, bonuses, devices, and financial symbols.