Modernising a rebellious gaming-tech brand In a sea of sameness, Fincore needed a brand as bold as their code.
Services
Brand strategy & positioning
Visual identity redesign
TOV development
Brand awareness campaign
Industry
Gaming technology
Year
2025
A visual and verbal identity refresh
Fincore are a fintech pioneer who power the systems some of the world’s biggest gaming operators rely on. After redefining their commercial proposition, they needed a visual and verbal identity to match. We needed to capture the care and conviction that has gone into every line of code across the 25+ years they’d been in the industry.
Intelligence
Find it Within
When Fincore say they do things differently, they really do. Built by punks, and the only player in their space confident enough to let their clients see their code. We needed to capture this integrity and pursuit of the greatest standard of work. Find it Within perfectly summed both their belief and output: the precision of clean engineering, and the fire of a team that refuses to settle for ordinary. It’s a rallying cry that redefines not just how Fincore looks, but how they show up.
"We engaged Amigo at a critical point in Fincore's history, having just redefined our commercial proposition, and needing a refreshed brand platform and visual identity, with which to take our evolved story to market. Amigo took the time to really understand us - our business, our people, our ethos and our culture, and then developed new brand platform idea that completely nailed our personality and our proposition: "FIND IT WITHIN". -- Mateja Popovic, CEO, Fincore
Progress
Engineered Clean. Built with Fire.
The way they spoke and the way they looked needed to capture these dual forces and their rebellious nature. Large, rigid, architectural forms meet punk-inspired typography, it’s purpose and rebellion, perfectly in balance. At its centre sits The Core, our redesigned logo, a visual symbol of integrity and intent. The new design direction would be rolled out across every brand touchpoint, with internal documents and the company’s website as the first proof of a brand built for the future.
The Result
A refreshed identity that reflects 25 years of clean engineering and creative fire. A voice that speaks with clarity, integrity, and intent. And the foundation for a bold new chapter of visibility and growth in gaming tech. Next up? A brand awareness campaign to bring it all to life, but more on that soon.
