Following an impressive five years of continued success, PremFina approached Fable&Co. to effectively reposition & rebrand this highly innovative Fin-Tech business.

Upon conducting a tailored brand workshop, Fable&Co. quickly discovered PremFina is a business built on & for inclusion, but whilst they are proud of their diversity & driven by innovation, they are united by a bigger purpose. Natural flow & effortless simplicity inspired the concept behind the new visual identity.

To capture the new positioning & purpose of PremFina, the designers created an identity that felt 'fintech' in nature, whilst embracing humanity through the imagery & promoting the impressive diversity throughout the company. To reflect the new brand identity & shift to a more technology-focused proposition, the online experience needed to provide users with a much more user-friendly, efficient & engaging experience.