Flagstone: repositioning a fintech platform

Flagstone works with ultra high net worth individuals to spread their cash across current accounts and manage it in their platform. The brand needed to sharpen their customer focus, improve its positioning and create a visual identity that would project their unique strengths.

Over the course of two months, we embarked on new customer interviews across HNWs, financial advisors and accountants. We explored consideration factors, jobs to be done and alternative products and services clients were comparing Flagstone to.

I sharpened their focus on their highest LTV customers, channels and messaging. We devised messaging that spoke to what clients were hiring the brand to achieve and built a new, sleek visual identity around it.

The new brand platform was embraced by the internal team through to customers, who we tested and refined it with prior to launch. The new identity was created by Greene & Sons as my design partner.