Building a brand for a fintech pioneer

Building a brand for a fintech pioneer

As the leading trading platform for digital alternative assets, Openfinance is transforming a long-outdated corner of the financial markets. In the wake of its successful fundraising round, the fintech startup needed to develop a professional brand presence quickly – and needed the right partner to do it.


Openfinance partnered with Statement to complete a rebrand in just three months, resulting in a new logo, visual identity, foundational messaging and website refresh. Following the rebrand, Statement and Openfinance launched a content marketing program to introduce potential customers to this new trading opportunity.


  • Brand strategy
  • Logo development
  • Visual identity
  • Message mapping
  • Persona profiles
  • Editorial guidelines
  • Style guide
  • Design templates
  • Website consulting
  • Content marketing
Creating a brand that conveyed both innovation and legitimacy was critical to encourage people to participate in the first digital securities marketplace.

Statement led an in-person discovery workshop and a competitive brand audit, using those findings to build a visual and messaging identity that took the trustworthy feel of financial services branding in a fresh direction.

To connect with a diverse audience ranging from individual investors to large institutions, Statement developed core positioning for Openfinance as well as more targeted, persona-based messaging. We explored a series of taglines.

We took cues from the intricacies and precision of currency and banknotes to create visual patterns and textures. We built a color palette that balances versatility with vibrancy. Paired with minimalistic layouts, these elements make for a brand identity that evokes feelings of security, trust and legitimacy.

We developed a new logomark, featuring microdots that radiate outward, illustrating how the brand is opening up a universe of new possibilities.

UI icons for the Openfinance platform

Creation of a brand style guide for the organization

From identity to impact

Statement developed and led a content marketing program for Openfinance, overseeing materials from concept to completion and earning the company a reputation as a market leader.

  • Facilitated a full rebrand refresh in three months
  • Content marketing program resulted in 300+ content downloads in first six months, 30% email open rates and enhanced brand awareness
  • Streamlined content creation and reinforced brand consistency with visual and messaging style guides and full suite of design templates
“Statement brings a thoughtfulness and curiosity to their work that results in creative, out-of-the-box solutions. They make my life so much easier, and the response in the marketplace really underscores the significance of the work we’ve done together.”
Emily Kohler Sala, marketing director, openfinance

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