metafinanz

Branding focussed on the future

Digital first for a business and IT consultancy

Brands seek to make a huge impact. Yet, the number of daily touchpoints with the target group is smaller, occurring primarily digitally on smartphones. It is therefore makes sense to develop a digital first focus, ensuring they can adapt to a rapidly evolving digital landscape and anticipate future touchpoints. This is precisely what we did for IT and business consultancy metafinanz. After all, the brand's core values are based on future-focus, adaptability and transformation.

A new mission statement

We are living in exciting times: the discourse on the future viability of the economy, society and the world as a whole is marked by upheaval. Businesses in this world must constantly reassess their own options. This is where our client comes in: The business and IT consultants at metafinanz help companies to bring their future viability to light. The result was our mission statement, which we embodied in everything from the brand strategy to the corporate design, tone of voice and website—and which ultimately became the new claim.

The brand book is an inspiring summary of our thoughts on the new brand.

There is a light...

So we made light our guiding star. Light as the beginning of everything. Light as energy, life, growth: Light makes visible, light provides direction orientation, light illuminates. Light spotlights possibilities. And the future. We used light to develop the branding for metafinanz. Starting with the logo.

Different logo versions—suitable for every application. The figurative mark also communicates adaptability, even in its static form

Stays in you mind: the animated logo

The new logo for metafinanz was designed entirely digitally: Digital media has the potential for animation—a static logo would be a waste of potential. That is why our logo is in constant motion. Circles of light around the solid core constantly change the area they illuminate, opening up new possibilities. The logo symbolises the way metafinanz works: agile and networked. It embodies the ability to continuously adapt to new customer, market and societal demands.

The logo consists of a circle and an ever-changing organic shape. Big, small, signet—the perfect logo size for every type of application, on both light and dark colour themes.

Shining with every performance: The Light Element

By creating the Light Element, we've come up with a playful element that gives designers flexibility while ensuring instant recognition for metafinanz. The focused beam of light expresses the adaptability and forward-thinking nature of metafinanz. Not only is it eye-catching, but thanks to the interactive generator we've developed, it can be easily transferred to any format.

Interactive: The Light Element Generator

Designers can use the Generator to create individual lighting elements and insert them into templates based on their intended use - without a style guide! Download or export → it's that simple.

Give it a go!

Central touchpoint: The website

Content analysis, UX concept, redesign, module and template design, content creation including photo shoot: We have developed everything in parallel with the brand. The advantage: We were able to test and fine-tune the house and design system message during development.

Guiding lights for clients and creatives

We have created design rules, wording tips and a media library to help designers, editors and project managers create content that is 100% in line with the new metafinanz brand identity. The central Frontify platform provides a style guide, images, icons and the tone of voice required to help create designs and copy that are fit for the future.

Pioneers shape the brand

A brand relaunch is not something you can take for granted when you communicate it internally - because a brand is much more than just a colourful logo. Employees need to be convinced that there is a point to the investment and the personal commitment required. Employees from every department at metafinanz contributed to the development and goals of the new brand in a variety of formats before the new website went live. They put every single part of the website and the PowerPoint templates through their paces. All together, this process of experiential cultural development supported the development of the positioning, corporate identity and employer brand.

Spotlight on!

The new branding was unveiled for the first time on the Brand Launch Day at the metafinanz headquarters in Munich. The new brand experience could be seen and felt by everyone all around the headquarters on that day: We created the storyboard for a short film explaining the strategy behind the new corporate identity. The logo and light element now also shine throughout the building, a brand book answers every question in detail - and the new brand is also wearable. It was a moving start and shone a spotlight on the future viability of metafinanz for all present!

New branding for employees too

How fit is the SME sector for the future?

On the occasion of the launch of the new brand, we took a closer look not only at the future viability of metafinanz, but also at the future viability of German small and medium-sized businesses. This was based on a detailed qualitative and quantitative study that we designed—with success. We were able to introduce the new metafinanz to the target audience through media with a wide reach such as SPIEGEL magazine.

The first stage of the journey into the future

"With our new positioning and revised brand, we have reached an important milestone on our own voyage into the future. Together with the fischerAppelt Group, we have laid the foundations for the coming decades. "With a bold, forward-thinking, hands-on, and collaborative approach, this is how we want to drive progress for ourselves and our clients," states Rainer Göttmann, Managing Director at metafinanz.