Context
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.
![Fido app on a phone screen with grey background](https://cdn.sanity.io/images/kqwh64kr/production/35a7d1b50af47ddc17aafb6a41e2fa2b1993d008-1864x2330.jpg?w=1864&h=2330&auto=format)
![Fido debit card laying on top of typography](https://cdn.sanity.io/images/kqwh64kr/production/563c472821a7e2c4fb43d9f3ed3a34ec71ad47a9-3480x2165.jpg?w=3480&h=2165&auto=format)
![Portrait of a woman with Fido brand stickers over the top](https://cdn.sanity.io/images/kqwh64kr/production/1d89a0783ca1ac8189ef42e4ce87ed48aac12527-2496x2844.jpg?w=2496&h=2844&auto=format)
![Portrait of a woman smiling](https://cdn.sanity.io/images/kqwh64kr/production/182b7d3a546b2099df685cd217ef514673447fdb-1864x2332.jpg?w=1864&h=2332&auto=format)
![Fido debit card lying on a table surrounded by paper and pencils](https://cdn.sanity.io/images/kqwh64kr/production/5dcbd74fec8ee5ad559924313828d567377cb3f0-3840x3000.jpg?w=3840&h=3000&auto=format)
![Typography character set with stickers over the top](https://cdn.sanity.io/images/kqwh64kr/production/a15225175eee02392e2acf48d7479abc94a0f1c8-1864x2330.jpg?w=1864&h=2330&auto=format)
![Women tying shoe with Fido bank UI over the top](https://cdn.sanity.io/images/kqwh64kr/production/d586117d3a91e385a0e3aa74ce0ca030b5ed09e2-1864x1488.jpg?w=1864&h=1488&auto=format)
![Hanging poster for Fido with trees in the background](https://cdn.sanity.io/images/kqwh64kr/production/96b902b2170c7580e5004477b5fede93aeaa0175-2180x2334.jpg?w=2180&h=2334&auto=format)
![Sandy background with a phone over the top showing a Fido app screen](https://cdn.sanity.io/images/kqwh64kr/production/5d7635dc30d05d6953a1aa024f601ddc291235bf-1864x2330.jpg?w=1864&h=2330&auto=format)
![Billboard showing an advert for Fido with a blue sky background](https://cdn.sanity.io/images/kqwh64kr/production/f4be0966b35c092386388a959d3bc1d368bffd7d-3760x2346.jpg?w=3760&h=2346&auto=format)