Brand design - Digital platform
Arendt & Medernach
Creation of a brand identity for a KYC/AML application dedicated to professionals
Arendt & Medernach is a Luxembourg-based business law firm specialized in corporate law, including finance, tax, corporate, and investment funds law.
The challenge
After developing an in-house KYC (Know Your Customer) / AML (Anti-Money Laundering) solution that meets the highest industry standards, the client decided to commercialize it. They approached Vanksen to create the brand identity for this tool, specifically designed to meet the needs and expectations of legal experts.
The project and its results
For this brand identity project, we structured our approach as follows:
We first organized a workshop phase to engage with key stakeholders and gain a deep understanding of the product, its strategic positioning, competitive advantages, and target audiences.
Following this, we conducted a comprehensive benchmark to evaluate the competitive landscape and refine the product’s differentiation.
Based on these insights and analyses, we developed a tailored brand platform and proposed several name and concept options aligned with the defined brand strategy. The final choice was "Hilo – your tailored AML/KYC Decision Maker", a name highlighting several key benefits of the product:
- High x Low: emphasizing the tool's ability to quickly assess risk levels through a simple and visual interface.
- Hilo: also evoking the word “halo”, symbolizing the tool’s capacity to eliminate the "blur" or uncertainty that can affect risk analysis.
- Hilo: sounding like "hi/hello" in English, suggesting a smooth onboarding and user-friendly experience, fostering a positive client journey.
Once the brand platform and naming were validated, our creative team designed a visual moodboard to confirm design choices. A brand book was then produced to formalize the strategic elements (mission, vision, values) and the visual identity (logos, colors, imagery).
Additional visual assets were created to meet the client’s immediate needs:
- Custom iconography set
- Printed brochures
- PowerPoint template aligned with the new branding
- Development and launch of a showcase website
