Araxatech is a company that optimizes the process of transferring and processing transactions. It seems to be a kind of bridge between the bank and the payment processor, which instantly makes the picture clear, thereby optimizing banking processes.
So, at the heart of the identity and the entire brand strategy is not just the essence of the company, but a deep insight that determines the course of action: this is the fact that thanks to the product, the bank begins to act “out of the box”, goes beyond its limits of what is possible.
It turns out that thanks to a deep dive into the very essence of the transaction, you can go beyond what is allowed, which sounds a bit paradoxical – but this is the strong essence of the brand.
As a result, we reflected this depth of the transaction and its path in the identity.
We have been looking for a suitable image for a long time, and as a result, a simple but thought-provoking solution turned out: in the logo we see the symbol of the “bridge” between the payment processor and the bank, which is Araxatech, and the very movement of the transaction is read in the media. This is a reflection of the brand’s new positioning: “Beyond banking, within transaction”.
At the heart of the identity was a simple but playful solution – a line that symbolizes a transaction, its path, and movement in the banking system.
Since the client’s request was for a minimalistic and strong solution, a simple pattern was created that also symbolizes payment data. In doing so, it connects to form the letter “A”, which became the sign in the logo.
- Agency/Creative: Moloko Creative Agency
- Article Title: Strategy and Rebranding for Araxatech Designed by Moloko Creative Agency
- Organisation/Entity: Agency
- Project Type: Identity
- Project Status: Published
- Agency/Creative Country: Lithuania
- Agency/Creative City: Vilnius
- Market Region: Global
- Project Deliverables: Art Direction, Brand Guidelines, Brand Identity, Rebranding
- Industry: Financial
- Keywords: Strategy and branding for the fintech company
Creative Director: Denis Misyulya
Creator: Darya Ivashka
Project Manager: Veronika Khomyak
Designer: Yulia Makarchuk
Designer: Maksim Baranau