We rebranded and redesigned a financial services data product to provide simple ways for customers to stay on top of the fast-moving, global investment sphere, in real-time.
What we did
Branding
Motion design
Messaging
UI/UX design
Brand guidelines
Design system
Fundmap has really taken off! Working with Playfields was a truly collaborative experience, and most importantly, the work they did really had an impact and raised the bar.
Brand and product transformation
We were engaged to partner with internal teams on a journey to transform the iiSearches product and brand experience. The original product was difficult to use, the data model needed a complete overhaul, the branding was dated, and the name needed to change due to contractual obligations. The new brand positions them as “always on” and “working in real-time”, echoing their commitment to continually grow the products value.
Living branding and scaleable product
The brand story stems from the value provided by the product. The name Fundmap emanated out of collaborative workshops. It’s brought to life with a modern verbal and visual language, and motion graphics. The visual narrative starts with the global view, then travels down to the regional where the investment transactions can be seen playing out though an illustrated cityscape. For key data sections, unique icons were developed and visually linked from marketing materials, explainers through to the product interface.
Customer feedback during design phases provided iterative feedback and the confidence that the brand was engaging and aspirational, and that the redesigned product retained the core value whilst improving the overall experience.
Marketing site and product design
To realise the required digital estate, we worked with product owners, sales and marketing and customer services representatives through a series of iterative and collaborative workshops. The outcome was a fully fledged marketing site, product interface, brand guidelines and design system.
Results
Post the relaunch, sales and revenue increased by 50% in the first year and internal teams grew from 12 to 29 to be able to service the growth.