PrimaryBid is a regulated capital markets technology platform connecting public companies to their communities during fundraisings.‍

PrimaryBid faced a distinctive branding challenge, aiming to strike a balance between projecting itself as a vibrant and innovative fintech with aspirations to revolutionise the capital market industry, while also firmly grounding itself in the realms of regulation and financial institutions. This duality needed to be visually apparent and comprehensible to PrimaryBid's diverse network of partners, spanning issuers, advisors, banks, and legal authorities.

The brand underwent a transformation, shifting from a more youthful and clichéd fintech challenger to a more mature identity that fosters trust and integrates seamlessly into existing financial ecosystems.

Executed by an in-house team, the objective was to convey a brand evolution mirroring the growth and sophistication of the business, emphasising a seamless progression rather than a radical overhaul.

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