Fincore - Find it Within

I led the full rebrand and creative direction for Fincore, a SaaS technology company that builds the platforms powering major gaming and betting operators including The Pools and LiveScore.

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I developed a comprehensive brand platform, visual identity and creative concept that ultimately defined the company’s new positioning and tone of voice. From there, I went on to design and create every element of the brand rollout — from the new logo and identity system to website, internal and external communications, merchandise, and brand awareness campaigns.

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The Idea – Find It Within

At the core of the new brand is the belief that “the best systems — and the best people — are powered

by integrity.”

I developed the brand platform “Find it Within”, a rallying cry that expresses Fincore’s engineering precision and cultural spirit. It became the foundation for all creative expression — not a tagline, but a belief system.

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This duality was brought to life through the brand’s two defining principles:

• Engineered Clean – structured, scalable systems that work beautifully.

• Built with Fire – spirited, bold, and inventive execution.

 

Together, they defined everything — from the logo and typography to tone of voice and photographic direction.

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The Brand Identity

I designed the entire visual identity system from the ground up:

• Logo & Symbol:
  A geometric “core” mark that fuses the letters F and C within a hexagonal form — the most efficient shape in nature and code. It represents both precision and passion; structure and spark. The symbol was designed to feel engineered yet defiant — a visual embodiment of Fincore’s personality.

• Typography:
  A custom combination of PP Supply Mono and Helvetica Neue created the balance between clean engineering and human energy, with OC Revolt II as the expressive “character” font injecting the brand’s rebellious, punk-inspired edge.

• Colour Palette:
  A charged mix of Hot Pink, Off-Black and Off-White anchored the brand in contrast — clean but full      of energy.

• Tone of Voice:
  I authored the full verbal identity, defining Fincore’s tone as Deliberately Different — Radical, Electric and Joyfully Human.

• Photography & Visual System:
  I created a photographic style rooted in authenticity — people not models, process not performance — layered with engineered patterns, grids and angular layouts to reflect the systems mindset.

 

Brand in Action

Once the brand identity was approved, I led the creative execution across all touchpoints:

• Website design and UX direction – bringing the new positioning and aesthetic to life digitally.

• Internal & external communications, including launch materials, PowerPoint decks, social assets, and culture pieces.

• Merchandise design – full suite of branded materials from apparel and bottles to laptop cases and badges.

• OOH and Awareness Campaign – “Clean to the Core” and “At the Heart of the Game” executions rolled out across print, digital and trade environments.

 

The launch established Fincore as a distinctive new voice in the gaming technology sector — proud of its engineering excellence but unapologetically creative in spirit.

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The Result

The Fincore rebrand transformed the business’s presence in the market — turning a behind-the-scenes technology provider into a recognisable, confident and culturally charged brand.

It redefined how SaaS technology could look and feel in gaming — blending clarity and conviction with a rebellious, human edge.

The “Find it Within” platform now underpins every expression of the brand — from codebase to culture — proving that integrity and creativity aren’t opposites, but two halves of the same core.