Finaro
New name. New identity. Refined positioning.
Challenge
Credorax had been a leading payment solutions company for well over a decade.
Historically, Credorax’s client portfolio has been dominated by ‘high-risk’ industries, which are those associated with a high potential of chargebacks and refunds, for example, the travel industry, online gaming, and gambling.
Over the years, Credorax expanded their offerings and significantly diversified their client portfolio. Credorax approached Designit to help reposition for future growth, steer away from its outdated legacy identification with ‘high-risk’ payments, and galvanize their employees around a new identity of which they can be proud.
Approach
Keeping the ambitious growth goals of Credorax in mind, our team evaluated the business, their competition, and their future audience. Our team discovered that Credorax was already a proven growth facilitator, that they had a unique strength in creating solutions to simplify cross-border sales and multidimensional payments, and crucially, that they excelled in customer service and support.
It was this combination of unique benefits that separated Credorax from its competition, that gave us the insight we needed: having a payments provider that can make complex, multidimensional payments "brilliantly simple" is a rare and valuable differentiator.
Solution
The team used these strengths as the core of Credorax's new positioning, reflecting impeccable customer service and unparalleled ability to customize multidimensional payment solutions to the specific needs of their clients. We then developed the brand foundations and architecture to help Credorax on their way forward, ensuring space for future growth and services expansion. This included a new visual language, logo, and brand guidelines, as well as strategic messaging frameworks to communicate the essence of their new brand: Finaro.
Designit helped Finaro introduce the new brand to their employee base with a roadshow that spanned multiple countries and regions. This new brand naming and positioning helped Finaro reinvent themselves and move away from their 'high-risk' legacy, showcasing their ability to go the extra mile in co-creating solutions with their clients.
Designit helped Finaro share their new brand with their +500 employees with an exciting roadshow that took place across their offices in Israel and Europe. The brand launch event was an occasion to celebrate Finaro’s new identity and the collaborative work that went into it.
Impact
The competitive edge that resulted from this relaunch was so successful that Finaro was recently acquired by Shift4 for over $500 million, solidifying their place in the future of commerce.
