Creating a point of difference and visual identity for Formax

Formax website design

Financial services brand positioning

A brand is much more than a logo. Here at Talisman, we help clients define their customer, narrow their focus and define their competitive advantage through a clear value proposition.

Getting to know the landscape

Formax, a successful trading brokerage in China was opening an office in London. Aware that British business culture and practice is very different, Formax asked us to help them define a niche market position and brand that would appeal to the UK market, as well as reflecting the company’s values and approach.

We gathered insights through the completion of a value discovery workshop with the client, along with industry, target market and competitor brand analysis.

Formax Chinese email shown on phone
Formax Prime website shown on laptop

The power of differentiation

Using this analysis, we crafted Formax’s point of difference, one that emphasised their position as an exclusive ‘A Book’ operating platform. As a result, the company’s brand pillars focused on their transparency, loyalty, innovation and customer empowerment. These pillars formed the characteristics of their new brand, and in turn informed the company’s tone of voice and value proposition.

Trading just became professional with Formax

Bringing the strategy to life, we designed three potential visual identity routes, with the selected route focusing on the company’s transparent ethos. This was communicated through colour palette and typeface recommendations, open compositions and the use of photography and icons

Formax various logos
Formax Prime printed literature Formax-national flags