FRIENDS & FOES
HERO BRANDS FOR THE 21ST CENTURY
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A FUNDAMENTAL INSIGHT LEADS TO A DISRUPTIVE APPROACH. THAT ASKS FOR AN ELEMENTAL BRAND NAME AND DISTINCTIVE POSITIONING

FROM FRAUD DYNAMICS…

An original new approach to transaction monitoring meant a new brand name and positioning. Because when you go against the grain, a generic name is just too bland.

…TO SYGNO

We started by capturing Fraud Dynamics’ innovative approach in a brand story, based on the Optimist archetype. The brand fights the overwhelming, but needless complexity that has resulted in cumbersome processes and ever-increasing costs to monitor financial transactions. It believes in people’s innate goodness and has developed a radically different approach based on this belief. The name Sygno, derived from signo, Latin for sign or signal, is a simple expression of the brand’s fundamental purpose: to find signs of fraud and criminal activity.

Sygno identity

KNOW GOOD, CATCH BAD

The pay-off too was optimistically simple: know good, catch bad. Sygno looks at regular customer behaviour to recognise abnormal behaviour. As a result, it substantially improves the odds of tracking down actual criminal behaviour. Even better, it has automated its process with machine learning, allowing for seamless and transparent integration of its approach into existing transaction monitoring systems.

DIFFERENTIATING WITH A DISTINCTIVE NEW IDENTITY

In true Optimist style we developed a new brand identity that is simple, pictographic and friendly. We chose purple as the main brand colour. These brand elements are very distinctive from those of competitors. So that everyone sees Sygno clearly.

Sygno web and mobile site