- Start Ups
Kerberos. Brand Strategy, Copywriting, Logo + Visual identity.
Compliance for all
Have you heard of regtech? It’s pretty niche, so lots of people haven’t. It stands for regulatory technology, and it’s a whole new field within financial technology. Regtech uses IT to make sure companies are in compliance with increasingly complex anti-money laundering (AML) regulations. New client Kerberos stands out in this highly technical field, aiming to democratize compliance by focusing on the needs of small and medium-sized businesses.
Smaller businesses don’t have the necessary expertise or resources to dedicate to compliance – and that’s where Kerberos comes in. They give these companies peace of mind because they handle it all – AML obligations, whistleblowing, risk analysis, liaising with government authorities. They deliver the perfect balance between technology know-how, legal expertise, and close personal attention.
They came to us (all the way from Germany!) with a pressing need to clarify and define their brand. They looked and sounded like a tech company, which wasn’t exactly wrong; it was just woefully incomplete. What was missing was their youth, their passion for their mission, and their friendliness. It wasn’t coming through in their story, their visual brand, or the tone and style of their communications.
Kerberos offers much more than an excellent technical solution. They understand how overwhelming it is for a small or medium-sized business to be faced with constantly changing compliance rules and AML laws, so what they really offer is confidence and reassurance. They want to make sure everyone can be compliant – not just large enterprises and multi-nationals, but local and smaller online businesses, too.
We worked closely with their management team on a full brand strategy analysis to uncover their brand DNA – to learn what makes them them. Then we crafted a story that captures exactly who Kerberos is and what they’re all about – what drives them. From there we designed a new logo and a comprehensive visual identity that reflected the truths we had learned about this fantastic brand. Inspired by the letter K, the logo is all about making connections.
Dots that are suggestive of dialogue balloons connect to each other to represent both the close connections of the Kerberos team and the bonds they share with the clients who trust them. But the logo mark goes a layer deeper to speak to the very core of what Kerberos does, because compliance is all about connecting the dots – it’s about being able to follow a money trail from point to point so regulators can know where it is and what it’s doing at all times.
We took this new visual identity and applied it to a comprehensive list of deliverables: conference flyer, roll-ups, business cards, stationery, presentation templates, iconography, and a full website in a few languages languages – German (of course) as well as English to help them reach a broader audience.
As AML regulations grow, so too will Kerberos.
We’ve been working with the Kerberos team for quite a while now, and in that time they’ve grown steadily. It’s no surprise, considering their expertise and how good they are at what they do. And as compliance and AML regulations become ever more complex and work their way into new areas of business, the need for a company that has it all figured out – a company that can take all that stress and worry and turn it into a sigh of relief – will only grow.