STANDARD CHARTERED
By embedding financial products directly in mass digital ecosystems, Standard Chartered was able to tap and acquire previously unbanked segments who were platform users at a lowered acquisition cost.
THE ASK
Develop a brand positioning and visual identity for Standard Chartered’s new global BaaS (Banking-as-a-Service) platform.
Standard Chartered originally launched nexus, a white-label plug-and-play BaaS solution with a vision to redefine the banking experience for customers globally by digitally marrying ecosystems to banks. Now, they have a spin-off into a new name that enables more clients to scale with their new capabilities.
PROCESS
We created Audax —— a solution that pushes the frontiers of banking by eliminating constraints caused by existing legacy infrastructure.
The logo took the “X” from Audax to provide a subtle nod to the world of finance by forming a clean and energetic percentage icon. This was supported by a flexible building block design system to represent the simple, scalable, and modular nature of the brand’s offerings.
