KINGFISH UNLOCKS GROWTH IN FINANCIAL SERVICES WITH BRAND & WEBSITE REDESIGN FOR CSI
CSI
Objective
CSI, a leader in the fintech and regtech space for over five decades, sought a website redesign and brand campaign launch to support the business’s 5-year market penetration goals. With a variety of service offerings in a competitive industry, clarity and audience personalization was key to our execution.
Instruments of Creativity
Ad campaigns
Copywriting
Digital marketing
Logo design
Visual design
UX
User testing
Web design
001
Building the main frame(work)
Through a series of stakeholder interviews and exhaustive research, we produced a messaging framework that modernized CSI's customer-first mission and defined new value props for each of their lines of business.
002
Tagline concept
We developed a new tagline that captured the essence of CSI in an exciting, energetic and appealing voice, one that's grounded in brand truths. Our tagline, "Fintexperts™ by your side," positions CSI at the intersection of financial technology and expert service.
003
Amplifying the digital footprint
Collaborating closely with the internal CSI design team, we concepted and designed a complete overhaul of their website. From homepage to detailed product pages, we utilized slick iconography and clean layouts that clearly defined their solutions and enticed prospects to start a conversation.
We updated CSI's color palette with a series of vibrant gradients used throughout the site as background elements and buttons.
004
Brand Campaign
Our brand campaign drove leads for each of CSI’s main solutions with clever analogies that spoke to each market’s business challenge and how CSI’s Fintexperts solve it. Our creative was a stark contrast to the cookie-cutter fintech look, helping CSI break through the noise in digital and print ad environments.
“It was fun and refreshing to work with KingFish. Finding a partner willing to collaborate closely with our internal team was critical, and they delivered at every step. From refining our brand strategy and messaging to designing and launching a new website and campaign, their team brought smart strategy, standout creativity, and true professionalism. The new visual identity and campaign look stand out in a crowded fintech market and helped us successfully launch our initiatives.”
CMO, CSI
CSI - Fintech / Regtech
CSI - Messaging, Website Redesign, and Brand Campaigns
Questions about how KingFish + Partners approached this engagement - and what the work means for organizations in similar situations.
What brand and website work did KingFish + Partners do for CSI?
CSI, a fintech and regtech organization serving financial institutions for over five decades, engaged KingFish + Partners to support five-year market penetration goals. The work included a messaging framework developed through stakeholder interviews and market research, a new tagline - 'Fintexperts by your side' - positioning CSI at the intersection of financial technology expertise and service quality, a complete website redesign from homepage through detailed product pages with clear audience personalization, logo refinement, visual identity updates, UX design, and user testing. The challenge was communicating a complex, multi-product fintech offering clearly to distinct buyer audiences.
How do you build a messaging framework for a complex fintech organization with multiple product lines?
Messaging for a multi-product fintech organization requires building from the outside in. Most organizations default to product-driven messaging - describing offerings in technical detail for buyers who already understand why they need it. Effective messaging starts with the buyer: who are they, what problem are they solving, and what do they need to believe before they will engage? For CSI, KingFish + Partners developed a framework identifying the core value proposition across all product lines - deep fintech expertise combined with genuine client service - and then specific value propositions for each line of business connecting to that core claim.
What does a fintech website redesign need to accomplish?
A fintech website redesign must convince regulated financial institution buyers - community bank CEOs, compliance officers, technology directors - that the vendor understands their regulatory environment, risk tolerance, and operational complexity. For CSI, KingFish + Partners designed a site projecting expertise and professionalism appropriate to an organization serving regulated financial institutions, with audience-specific content pathways directing different buyer types to the most relevant information. The redesign involved close collaboration with CSI's internal design team.
How do you modernize the brand of a long-established fintech company without losing credibility?
Modernizing a long-established financial technology brand requires projecting forward momentum without abandoning the heritage that communicated reliability to conservative financial institution buyers. For CSI, which has served financial institutions for over fifty years, the brand evolution added energy and modernity - through vibrant color system updates - while maintaining the professional tone appropriate to an organization in a regulated sector. The messaging evolution - from product-focused to expertise-focused - better reflected how buyers in the market actually made vendor decisions.
Has KingFish + Partners done other fintech or financial technology marketing work?
Yes. Fintech and financial technology marketing is one of KingFish + Partners' primary areas. In addition to CSI, work includes brand strategy for Truthifi in wealth management technology, rebranding for Ascot Group in specialty insurance, campaign work for New York Life earning a Silver Davey Award, and digital experience work for Nasdaq. Contact us at kingfishmedia.com/contact to discuss a brand, messaging, or digital engagement for your organization.
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