The bug.
BankGenie had delivered technology solutions to 40 banks in Asia, yet its name was sometimes read as a bank rather than a technology company. It needed an identity that made its role clear. Entering Ethiopia brought another challenge: making its Asian track record relevant to a new audience of banking decision-makers.
The strategic decision.
We reshaped the identity around BankGenie as one word, so “Bank” no longer stood apart as a descriptor. A clean visual identity and softer typography helped express a technology company focused on making banking simpler for people. For Ethiopia, we researched banks’ modernisation priorities and adapted the messaging to demonstrate how BankGenie’s experience could address local needs.
What changed.
The refreshed identity helped distinguish BankGenie as a technology partner, with a more accessible, human character. Research-led articles, founder perspectives and customer success stories gave prospective clients a reason to get to know it. Locally relevant content equipped the sales team to open informed, personalised conversations, building familiarity before the first meeting.
Evidence of the result.
The campaign contributed to three signed contracts, with further bank discussions underway and RFQs submitted. It also generated market insights to inform BankGenie’s next phase of African expansion into Rwanda.
Project outcome
