Fido

In many parts of Africa, financial access remains uneven. Millions are excluded from the systems that fuel growth elsewhere. FIDO set out to change this with a transparent, data-driven platform built around control, opportunity and empowerment. The challenge was to design a brand that could communicate this ambitious vision while staying inviting. It needed to feel bold but not intimidating, vibrant yet trustworthy and flexible enough to serve a diverse and rapidly growing community.

We developed a brand identity that captures FIDO’s optimism and momentum. At its core is a bold wordmark, grounded by a bright, confident colour palette that brings warmth and visibility to a crowded category. The visual system flexes effortlessly across product UI, outdoor campaigns, and community touchpoints, creating consistency at every scale. The tone of voice is direct and empowering, demystifying financial concepts while celebrating ambition and possibility.

The refreshed brand has given FIDO a strong foundation for growth. Its vibrant identity resonates with a rising generation of earners and entrepreneurs, while clear, consistent messaging builds trust in financial journeys. As FIDO expands across regions and product categories, the system flexes without losing focus, supporting cultural relevance and commercial impact. Together, we helped FIDO bring a new money culture to life. One built on clarity, confidence and community.