Fintellect Brand Creation


Brand Positioning &


Brand & Product Naming

Brand Identity Creation

Brand Management Systems

With the financial landscape changing rapidly, FP Canada set up a taskforce to get ahead of the curve when it comes to technological advancement in the field of finance and financial planning.

First, we workshopped with the team to develop a naming target. This gave us an objective way to “measure” proposed brand names for the new program. The name Fintellect won, as both the name and its layered meanings were easily bilingual, and leaves the program open for evolution down the road – much like the financial industry itself.

Fintellect’s visual identity is reflective of digital transformation and innovation, and demonstrates how the program brings key areas and issues into focus. The brand gives Fintellect a dynamic and engaging platform from which to launch and ensure the consumer is put first when it comes to new and evolving financial technology.