Aiming to provide financial freedom and empowerment to millions across the African continent, FIDO introduces the everyday benefits and opportunities of modern banking in a region where, for many, economic access is simply unavailable or out of reach. Offering everything a contemporary bank should – from savings pots and business growth plans to capital investment and budgeting – FIDO’s data-driven offering marks a ‘new money culture’ in Africa and, therefore, required a vibrant identity to mirror its potential cultural impact.