GFTN - Architecture and Identity Designed to Last

The brand architecture of GFTN (a finance and technology group of offerings established by the Monetary Authority of Singapore - MAS) had been holding back the business — limiting the ability to build real equity in the parent brand vertically, and reducing equity flow horizontally between its sub-brands. In essence, the full power and value of GFTN were not easily understood by its audiences.

Working closely with the CEO and EXCO, we developed a new, more rationalised architecture that provides a clear framework for growth. GFTN now has the opportunity to cement its value across the global finance and technology ecosystem — spanning events, services, and platforms.

Beyond the new architecture, the existing brand identity of GFTN was neither fit-for-purpose nor comprehensive enough to express the organisation’s ambition across all audiences and platforms. Part two of the project therefore focused on a purposeful and essential rebrand — ensuring the identity reflected GFTN’s personality, purpose, and status, while being built to last.

*The images below are for illustration purposes only and not published content.