IdentityMind Global

Brand Design / B2B / Lead Magnets / Landing Pages

Fintech company I worked at for several years, leading a total rebrand and executing assets across all channels including landing pages, lead magnets, and conference activations.

OVERVIEW

Background

IdentityMind Global was a fintech (or more accurately, "Regtech," regulatory technology) startup that offered solutions for fintech companies to efficiently comply with anti-money laundering and KYC (Know Your Customer) laws.

I was employee number 11 and the company grew to around 100 before being acquired, so I was along for the development of the brand and how to tell its story for a very long time. The rebrand I completed was a large contributing factor to the company's success in pivoting from SMB to enterprise, which led to acquisition.

Goals

  • Create an authoritative brand voice
  • Portray expertise and dependability in a high-stakes environment (improper compliance can lead to jail time)
  • Communicate a complex solution simply
  • At the same time, maintain a certain freshness or newness to allow us to cater to fintech and crypto startups

Challenges

  • Finding the visual balance between our solution (legal, navigates government regulation) and our clientele (start-ups, scrappy, anti-legacy)
  • The base technology had many applications in the space, and had to be packaged many different ways

Technical whitepapers formed the bulk of our lead magnets, and some were also formatted for print for use at conferences.

Javascript slider showing the advantages of the company's advanced identity verification.

Physical Identities

  • Name
  • Address
  • Device
Basic identity information that is based on physical documents.

Information is limited, static, siloed and, in some cases, easy for a fraudster to acquire.

Digital Identities

  • Name
  • Address
  • Payments
  • DOB
  • SSN
  • Email
  • IP Geo-location
  • Device
  • Ship to Address
  • Payment Behavior
  • Black/White Lists
  • Sanction Lists
  • Document Verification
  • Social Media
  • Carrier/Mobile Data
  • Bill to Address
  • Account Validation
More detailed information that includes digital information such as email, IP address, mobile phone. It may also include verification of provided such as account information.

Information is interconnected and reflects a wide variety of information on top of physical documents.

Trusted Digital Identities

  • Name
  • Address
  • Payments
  • DOB
  • SSN
  • Email
  • IP Geo-location
  • Device
  • Ship to Address
  • Payment Behavior
  • Black/White Lists
  • Sanction Lists
  • Document Verification
  • Social Media
  • Carrier/Mobile Data
  • Bill to Address
  • Account Validation
  • Graph Intelligence
Trusted digital identities are digital identities that are analyzed to verify identity, to identify the most recent information and known associates, and to ultimately risk score the identity. The result is an evaluation based on the most recent picture of the entity in question.


Use this slider to see the advantages granted by our patented Trust Digital Identities.

REBRAND

Around 2018 the company entrusted me with a full rebrand, with the objective of pivoting away from our majority start-up and SMB clientele and towards enterprise clients. This required leaning away from the young, minimal, techy aesthetics and more into the complexity of an established brand.

The legacy logo had several issues: a brand color with a middling value made it read poorly unless the background was start black or white, the DNA strand ("eDNA" was a patented piece of the core technology) was poorly drafted and gave it awkward proportions.

The new logo integrated the DNA strand with a shield to add the feeling of protection and security. The typeface was updated to a sans-serif with humanist characteristics to maintain the modern look while also dipping a toe into the authoritativeness serifs provide. We moved away from pure vector imagery into photos with effects.

Conclusion

Lessons Learned

I was fortunate enough to be at one company for over seven years and for that company to be so small so early in my career. My experience there went far beyond pure design because everyone wore so many hats and I achieved major contributions in marketing strategy and even product management.

The pivot to enterprise was a chance to deploy all I had learned about data-driven design, lead lifecycle, and the industry landscape. Following the rebrand we saw huge increases in revenue and were acquired shortly thereafter.

Success metrics

4x

Increase in visitor-to-lead rate from year 1 to year 4

18%

Top landing page conversion rate

+40%

Increase in avg deal revenue following rebrand and adjusted content strategy