The high-stakes challenge
Afriex aimed to become the fastest and simplest way for Africans to send and receive money globally. Facing intense competition in the fintech space, Afriex approached FourthCanvas with a significant challenge: to redefine their brand identity, aligning closely with their ambitious vision and values, while clearly differentiating them in the international payments market.
Anchored by purpose and identity
Driven by founder Temitope’s gritty vision, our strategic approach identified four core brand traits: conscious, rebel, innovative, and enabler. This foundation positioned Afriex as more than just a payment platform—it framed the brand as a conscious movement determined to challenge traditional remittance systems, remaining deeply anchored in African values and aspirations.
Through an intensive six-month discovery process beginning in January 2022, we collaboratively defined Afriex’s core identity, articulating a clear vision: making cross-border payments as seamless as sending a text message. This narrative deeply resonated across internal and external touchpoints, enabling clarity and alignment in communication.
Visual distinction and vibrancy
The visual transformation was crucial. Afriex’s refreshed identity introduced vibrant color palettes anchored by its familiar blue, complemented by dynamic secondary colors. These deliberate choices created bold, distinctive combinations that set Afriex apart from conventional fintech visuals.
The logo underwent thoughtful modernization, evolving from the existing design to a fresh, contemporary rendition. PolySans, a modern reimagining of classic mid-20th-century typography, was selected to embody Afriex’s new brand personality.
Bold and rebellious iconography
Motion graphics and iconography further embraced this spirit of audacity and distinction. This rebellious visual approach was consistently applied across critical brand touchpoints—including mobile apps, digital advertising, merchandise, and a fully redesigned website. It symbolized Afriex's new identity and projected an image of innovation and daring creativity.
Continuous evolution and internal alignment
Post-rebrand, Afriex’s identity has remained dynamic and evolving, continually refined through iterations and responsive adjustments. This ongoing process underscores Afriex's recognition of branding as an enduring commitment rather than a one-off event.
Recognizing that employees are crucial stakeholders, Afriex conducted internal workshops aligning staff around the refreshed mission and identity. This internal alignment ensures consistency and authenticity across all customer
