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Distinctive launch for finance and healthcare brand

Business objectivesBrand management, Build awareness, IPO, raise funds
Distinctive launch for finance and healthcare brand
Branding
Advisory
Architecture
Identity
Logo
Naming
Story
Strategy
Systems
Positioning
Key messaging

A strong identity for innovative new finance and health group

AGBA began life as a SPAC listed on Nasdaq. It recently emerged as a major new player in the Greater Bay Area finance and health space. The AGBA platform unites people and businesses with greater choices in financial services, healthcare and wellness.

AGBA operates several businesses and a unique finbiz platform that brings new opportunities and flexibility to the sector. The group’s brands include Hong Kong’s biggest corporate health services company.

A year before launching, AGBA recruited Stepworks to help develop its brand. The AGBA / Stepworks team worked closely with C-suite management to develop a comprehensive brand strategy, corporate identity and group website.

AGBA's Nasdaq listing celebration displayed on a city billboard
 
Listed on Nasdaq, the new group uniquely combines health and wealth platform businesses
(Image source: Facebook)

Value created

Effective message framework – The team developed a brand architecture and foundation messages that presented the value of the complex offering clearly and convincingly.

Productive collaboration – The AGBA and Stepworks team developed a rigorous “what if” approach, always questioning the implications and seeking improvement.

Solid path forward – The evolved and refreshed design amplified the brand’s reputation for quality, innovation and value.

AGBA team celebrating on stage at their Nasdaq listing ceremony
The AGBA brand celebrates the idea that we are all greater together
(Image source: Facebook)
AGBA's solid orange-red logo with interlocking A, G, B and A letterforms
AGBA's white outlined wordmark overlaid on a Greater Bay Area map silhouette
The outline shape of the bright, bold AGBA logo follows the GBA map

 

AGBA brand photography style: colleagues brainstorming with sticky notes behind glass
Diagram of AGBA's brand architecture from group brand to BU brands and sub-brands
The team devised a liquid hybrid brand architecture that united the business units as a family, and offered scope for growth
AGBA's white business card front and orange back with its All Greater Together tagline
AGBA's orange wordmark on a phone screen beside its Nasdaq stock ticker
The corporate identity and design language support AGBA’s bright warm brand personality

 

AGBA logo shown foil-stamped on black paper and embossed on white and orange
AGBA's white lettering decal on a frosted glass office window
Grid of AGBA brand guideline pages covering logo, colour, typography and visual style
Detailed brand guidelines facilitate consistency across AGBA’s four business pillars – B2B platform, health and wellness, fintech and financial advisory

Related work

Compliance commoditises banks, private equity firms, fund houses and fintech businesses. Investing in brand pays dividends in a financial enterprise because it creates positive perceptions and a memorable difference. From multinational institutions to hedge funds and venture capital firms, the combined investments and AUM of the finance sector companies we have worked with exceeds US$140 billion. Much of our work is done under NDA and cannot be showcased publicly on our website. See more of our work also in financial services branding.

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