NECTAR:
A new name. A new voice. A new brand built from purpose.
As the Swiss fintech company formerly known as Etops evolved its platform and ambitions, it became clear the brand needed to evolve too. The company had grown into an AI-powered solution for wealth managers—a far cry from its legacy identity—and the team wanted to reposition itself for the future with a new name, a new strategy, and a new story.
I was brought in to lead the end-to-end rebrand—from foundational strategy through to full identity system, guidelines, and launch assets.
Woking directly with Nectar’s founders and leadership team, I defined the scope of the engagement, build a multidisciplinary team, and oversee the creative execution across brand and product. This included:
Facilitating stakeholder interviews and landscape analysis
Leading brand platform development (purpose, promise, positioning, pillars, and personality)
Managing strategy, design, and copy teams across identity and messaging
Overseeing development of visual system, product branding, and templates
Delivering brand guidelines, sales materials, and launch content
Presenting work at key milestones to executive leadership and investor teams
About the new brand
The name Nectar was born from a simple truth: in a world full of financial noise, Nectar helps you focus on what matters most.
The visual system brings that idea to life. We used layered transparency treatments and a “Nectar drop” icon as a framing device to highlight the essential—the signal within the noise. The design language feels premium, focused, and intentionally quiet—reflecting the clarity the brand brings to its clients.
The brand extended beyond just marketing. We also partnered with Nectar’s product team to apply the new system to the platform UX/UI, bringing consistency to the customer experience from first impression to logged-in view.
Role: Brand Program Leadership, Naming Strategy, Creative Team Oversight
—CREDIT
Carried out at Solid Branding.