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.