Reshaping the Future of Finance Together

Brand Strategy and Brand Design for finleap GmbH

finleap is Europe's leading Fintech ecosystem with headquarters in Berlin and offices in Hamburg, Milan, Madrid and Paris. finleap offers Fintech SaaS solutions for various companies and builds independent Fintech companies. finleap was founded in 2014 and has already developed 18 companies with its infrastructure and added others to its ecosystem through acquisitions.

  • Corporate Design
  • Employer Branding
  • Brand Strategy
  • Purpose, Mission, Vision
  • User Interface Design
  • User Experience Design

Strategy Process

We were commissioned by finleap as consultants to accompany, moderate and implement a rebranding process for the company. The central goal behind the further development of the brand strategy and design was to strengthen the perception of finleap as an attractive employer brand and to further increase the loyalty of various stakeholders such as customers, partners and employees to the brand.


Further Development of the Brand Designs

The rebranding process was based on a close exchange and direct involvement of the various stakeholders through qualitative interviews and workshops during finleap’s brand development process. During the redesign of the corporate design, we cooperated cocreatively with finleap’s marketing and design department in a close exchange and directly involved them in the development process in the form of workshops.

Based on the claim “Reshaping Finance Together”, we developed a new brand design based on the metaphor of a “digital swarm”, which allows a simplified representation of finleap’s ecosystem. Rectangular elements that interlock subtly create a language of form reminiscent of pixels. The image of the swarm is also semantically linked to the slightly revised logo and the dolphin appearing in it.

A contemporary spectrum of secondary colours references brand values such as “diversity”. The pictorial language creates a high-quality impression through its two-tone nature and motifs that quote the leitmotif “water” can be used as abstract symbolic images for finleap’s complex themes around the digitalisation of finance

Adaptation on Website and Trade Fair Presence

We also worked together with the internal marketing and design department of finleap to transfer the new design elements and the new strategy to the central applications of finleap’s brand communication. We focused on the new concept and design of finleap’s website and the company’s presence at trade fairs. Based on a clear understanding of the user, the website reduces content, functions and design elements to the essentials and thus significantly simplifies the user interface.

The result of the cooperation with finleap is a new brand strategy and a refreshed brand design for the European Fintech pioneer, which was received enthusiastically internally and can be transferred independently to further measures by finleap with the help of an expandable style guide. The success of the new branding concept is reflected in numerous positive statements from customers and partners.

Christian Schlimok
Director Strategy Consulting
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