With this brief, we began with an in-depth analysis of the brand and its context, in order to also understand how Lynx has been interacting with the different players from its role of financial security guarantor.
Lynx did not have a strong existing branding, a unique identity, or a clear identification of the features that made it unique; such as expertise, deeply innovative and constantly evolving technology, or their status as pioneers. At this point and working from the inspiring idea behind the name, we came up with a whole brand platform that enhances this asset and evolves under the idea of being ‘the guardian against financial crime’.
From a vision that allows us to foresee, anticipate, and detect, we protect and watch over the security of our clients before anything happens. The culmination of this concept is tangible in the brand idea, ‘Eye to Eye’, which expresses the instinctive spirit of Lynx, the chameleon-like and human capacity to put ourselves in the shoes of ‘the bad guys’ and to see what others do not see.