Objective:
To create a distinctive and strategic brand identity for Fintoca — a specialist financial partner for Xero-using startups and scaleups, offering fractional FD support for businesses that need expert financial leadership without the commitment of a full-time hire.
Approach:
The brand identity was developed through an in-depth discovery process with key stakeholders, including a Brand Sprint to define Fintoca’s purpose, values, and market positioning.
Positioning Insight:
With over 25 years of financial leadership experience, Fintoca integrates financial management within broader commercial strategies, focusing on value creation, scalability, and long-term growth. Positioned as a trusted yet adaptable authority, the brand supports founders, C-level executives, VCs, and finance software providers — offering specialist expertise delivered with logic, agility, and responsive leadership for ambitious, fast-moving businesses. Carefully designed to appeal to a niche, innovation-driven audience, Fintoca balances deep expertise with a progressive, forward-thinking attitude. It deliberately avoids the rigidity of legacy finance firms and the looseness of overly casual consultancies, striking a well-judged balance between authority and approachability, logic and adaptability.
Brand Identity Concept:
The identity reflects these values and ambitions:
Logical: Repetition and rotation of a horseshoe-shaped form reference geometry and order, while deliberate gaps in the letterforms suggest problem-solving and holistic thinking — the integrity of each character remains intact, despite interruptions.
Agile: The recurring, rotated shapes imply movement and adaptability, complemented by the fluid curves of the custom letterforms.
Trusted: Consistent alignment and height convey stability, while the repetition introduces a sense of dependable structure.
The icon also subtly forms an ‘X’, nodding to the Xero accounting platform central to Fintoca’s proposition.
