Informa Financial Intelligence – leading provider of solutions for financial services, acquired Novantas, Inc – fintech provider of advanced decision support systems. The aspiration was to merge the business with FBX, an existing brand within its portfolio. ​ Bringing together two established leaders within their respective categories, and create a single, unified brand that would communicate their newly joined organization.

Our in-depth discovery phase, (brand workshops, customers partners and employees’ interviews) gave enormous insights on Informa’s mission to help financial institutions preparing for the future. ​

This guiding insight helped shape a new distinct brand positioning “Further”. This was supported by a new brand purpose “We exist to help our customers navigate the present and prepare for the future”. ​ During the development it became clear  The NewCo name needed to represent these beliefs and align to our brand positioning. With over 300 initial names being refined we shortlisted 5 which went to trademark. ​The result was Curinos, a name which highlighted the businesses focus on ‘customers, innovation and togetherness’.

With a new name and verbal framework, category decoding and creative territories were developed and a new brand ID was created which reflected going further and the new more progressive and distinct ID the business wanted to achieve.