New work: Finnomena

Established in 2016, Finnomena is a wealth creation platform based in Thailand, founded on a clear purpose to help the people create wealth now and into the future. 

Offering non-traditional investment opportunities, alongside expert advice, content, and industry-leading tools, the brand (and the platform) is a challenger to traditional banking institutions — working to remove the obstacles for people to invest and future-proof their own funds through their educational and investment tools.

The challenge for Finnomena is two-fold: firstly, to shift the mindset of Thai investors from short-term gains to long-term investments; and, secondly, to build a greater community around the brand and bring more users to the platform.

Until now, Finnomena has amassed a significant following, and built a reputation as a contemporary and sophisticated alternative to traditional investment companies. However, whilst engagement was high, it was not being translated into the core product: the investment platform. Fears the platform was biased, and working for the best interests of Finnomena only (and not as an unbiased investment and news source, as intended), resulted in a separation between the content and the masterbrand.

After another successful funding round, and a change in strategy, Finnomena knew the time was now right to finally  rethink the brand’s identity and position the organisation proudly and confidently within the future of wealth-tech.

Working alongside their team, we developed the brand idea: ahead of the game. This idea of future-fying and gamifying wealth, allowed Finnomena to adopt the persona of ‘the coach’ to support, educate and strategise the investment process alongside a community of wealth creators, advisors, customers and partners.

Decoding information. The triumphs and defeats navigating brave new markets. Adopting new technologies. Staying one step ahead. Sharing stories and making the right opportunities accessible for all. Bringing these experiences to the fore allowed the brand to push and be associated with wealth creation as exciting, and a long term strategic challenge, shifting the focus towards long-term investment conversations and habits within its communities.

To best achieve this, we developed a brand identity that is sleek, yet approachable — and easily translatable across cultures. Taking visual cues from investment charts, colour palettes inspired by Thai currency, the sophistication of tech-centred companies, as well as developing a brand voice centred around a device we call the ‘copy candlestick’ (a structure influenced by price indexes in stock charts), allowed us to create an identity that spoke to (and with) all investors.

See the full case study here [insert link]

If you’re interested in collaborating with our team, or have any questions, please do slide into our DMs here or drop us a line at hello@forthepeople.agency.