I.am LAB.
Making a fintech brand shine their true colors, through brand identity.
BAckground
I.AM Lab which was named I.AM Innovation Lab when I collaborated with them is a fintech company based in Zürich, Switzerland. They provide Innovation Management Services, an experimental lab for business ideas and venturing. Although they’re bold, experimental, progressive they problem was that it wasn’t represented by their conservative branding. That’s where me and my team came in to help.
Client: I.am LAB
Project: BRand Identity
My role: Creative director
Delivery: New BRand Book, Research
SKILLS: Illustrator, figma, research
DISCOVErY & Insights
My team and I started off by following the double diamond, this meant prioritizing research and curiously discovering different perspectives in order to create the right product.
Internal interviews with the I.AM Lab team was conducted to learn about and sympathize with the core of the company to be able to translate it to a brand identity.
Desktop research was conducted to examine macro trends of the finance industry,
other innovative industries and to foresee possible directions.
External interviews with industry professionals, prospects and current clients were conducted for improved apprehension of the industry climate, opportunities and threats, and to gain an understanding of the external perception of I.AM Lab .
Finally a copetitor analysis and visual Audit was conducted to map the industry landscape and benchmark competitors’ visual appearances.
Defining
Based on the research,I.AM Lab tends to mirror their clients rather conservative visual expression and does therefore not stand out. But being bold in fintech is taking a risk that requires trust - especially if a potential customer does not feel the need to change.
It is a fine line between being conservative enough to seem trustworhy, and at the same time be bold enough to appear truly innovative.
By saying less and having the work speak for itself, the brand could appear knowledgeable and humble at the same time. This could be seen as “Less is more Bold.”
Concept
The concept my team and I created for them has a base in a new creative direction with value words based in authenticity, courage, proficiency and guidance. This resulted to take the visual identity in a direction we call “minimalistic attitude”.
I.AM Lab has a lot of attitude in the way they act and in the work they do. This does not mean that the branding has to be loud nor complacent. On the contrary, a minimalstic approach has the function of a calm backdrop that gives space for the work to speak for itself.
By adding gentle geometric shapes, powerful imagery and a color that is not commonly associated with the industry - the minimalstic design is complemented with
a subtle but significant touch of attitude.
Guidance and Implementation:
We presented branding examples to our client representing the thoughtful intention of every detail on the prototype we created for their lading page, examples of how there new brand identity could be visualized on social media, in motion design and an alternative to there logotype.
We also gave examples of how to further communicate their brand voice based in the new value words being authenticity, courage, proficiency and guidance.
Today I.AM Lab has a new brand identity, new website and an updated name with the guidance from my team and I at Hyper Island and Its refreshing to see them shine their true colors, reaching their goals.