Scope of work
Brand Identity, Brand Strategy, Art Direction, Website
As a result of a business combination between Seamless & MoneyClip, Renga built a brand strategy for Canada's first public company in the world of decentralized finance
Building a brand for a rocket ship
Float came to Renga for a full brand design and website build after successfully raising a $5 Million seed round.
Float knew they had a product that Canadian SMBs needed—a smart and simple way to manage company spending. What they needed next was a brand to tell their story. One that would engage new customers and attract top-tier talent.
Float’s team and product were bold. They were entering into a market no startups had ventured into before. We wanted to honour Float’s big vision while expressing simplicity and trustworthiness for the Canadian financial space. From a visual perspective, we led with a stark black and white approach with a smaller hit of colour to represent the simple utility of the platform. This left room for strong copy to showcase the clever nature of the company. Float’s symbol was designed to convey a dynamic balance
of power, multiplicity, and expertise. There is a sense of movement, but in an orderly way.
Float’s software introduces many important benefits for finance teams so we went to Float’s user to understand what was most important to them. The platform allowed them to be less burdened in their roles and focus on strategic tasks to help their companies grow. We used these insights to build a way of communicating that resonated with Float’s customers and expressed Float’s intention of simplifying business spending
Renga partnered with Wellfield to design a set of three interconnected brands for their products—each of which push the capabilities of cryptography and decentralized finance. Wellfield, the parent company, had the goal of communicating to investors their vision for the future of finance.
A truly decentralized DeFi.
The name Wellfield comes from a land redistribution system where the outer fields would be privately owned and managed while the centre field was communally managed and the crops would benefit the community.
Wellfield has created a public decentralized protocol to benefit others while contributing to the creation and support of private applications built on top of this public protocol. This is why we chose to adopt it as the name. It is also why grids are used as the primary visual system.
When thinking about how to symbolize a holding company it became clear that the company's product really is the stock. Outside of the website, the only interaction with the product will be in your Stocks app. You will know this brand by the ticker. This is why we decided to use the ticker of WFLD to drive the visual marks for WFLD.