A leading open API platform based in Dubai meant to enhance financial experiences, FinX is a brand that aims to enable financial optimization in the region by leveraging open finance digital solutions to connect, empower and enhance the financial experience.  Bold, dynamic and distinct, we created a logo and identity that highlights the brand’s progressive and forward-thinking nature. Inspired by the phoenix bird and its myth of immortality, the logo is built based on the bird itself. The phoenix bird regenerates, or is otherwise re-born, indicating the power of the platform and its continuity and survival in the region. This is complemented by a bold and vibrant color palette, as well as a dynamic visual language which builds upon our concept of growth through the way in which our lettering goes from thin to thick. This paved the way for an overall flexible and versatile visual language, and an identity that perfectly encapsulates the brand’s spirit.