FNDN

Establishing the foundational brand of a cutting-edge global compensation consultancy that empowers tech startups.

Location:

Bundjalung Country | Gold Coast, Australia

Service area:

Worldwide

Sector:

Global Compensation Strategy

Our role:

Branding; Brand Strategy, Creative Direction, Verbal and Visual Brand Identity Design and Rollout, Brand Photography, Brand Toolkit.

The FNDN Series:

Spotify   |   YouTube   |   Newsletter

Background

FNDN is a cutting-edge compensation consultancy founded by Matt McFarlane to provide strategic support to Founders and Heads of People at scaling tech startups.

As a startup itself, FNDN required a bold brand identity that would stand out from large, well-established compensation firms, and resonate with its target audience. Matt’s vision was to position FNDN as an authentic and professional brand that makes compensation fun.

The key challenge was to create a distinct, engaging brand identity that communicated FNDN’s unique personality and positioned it as a trusted leader in an emerging market. The brand needed to balance professionalism with an approachable, fun tone to attract clients and generate momentum. Credibility and connection were crucial to its success.

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Our approach

We collaborated closely with Matt to deeply understand his vision, goals, and target audience. Leveraging these insights, we developed a comprehensive brand strategy that defined FNDN’s core identity, positioning, messaging, and visual direction.

This strategy informed the creation of a distinctive verbal and visual identity, including a versatile logo suite, thoughtfully curated colour palette, dynamic typography, and distinctive textural elements. Working alongside Matt, we took a customer-centric approach, ensuring each creative solution not only addressed his needs and preferences, but those of his ideal audience.

We prioritised flexibility by designing tools and templates that allowed FNDN to maintain its brand integrity independently. This encompassed professional photography, presentation materials, Canva templates, engaging animations, podcast intros/outros, and bespoke merchandise.

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In an emerging market dominated by large, faceless organisations, Matt’s partner mindset sets FNDN apart.

Clients consistently praise his ability to integrate seamlessly as an extension of their team, providing tailored expertise with a personal, approachable touch. This connection gives clients peace of mind and added value, positioning FNDN as a trusted and indispensable partner.

The solution

We delivered a comprehensive brand that firmly established FNDN’s market presence. The brand icon is an abstract representation of the brand name, symbolising connection and continuity. Its fluid and artistic form underscores the agility and tailored approach central to FNDN’s ethos, while textural, humanistic elements add warmth and approachability.

The vibrant visual identity features unconventional tech-inspired hues, complemented by soft pastels and earthy tones, ensuring distinctiveness within the emerging landscape. Organic fluid forms and structured visuals imbue the brand with a dynamic, tech-meets-human vibe. These elements harmoniously balance professionalism with playfulness, capturing the essence of FNDN.

To support FNDN’s growth and outreach, we developed an array of branded materials, including style guides, animations, templates, and unique merchandise, ensuring Matt can confidently communicate and sustain his brand’s integrity.

The brand identity has resonated with Matt’s target audience, establishing him as ‘the comp guy’, and FNDN as the leader in global compensation.

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The results

FNDN’s bold identity garnered consistent praise for its distinctiveness. The brand launch supported a highly successful first year, with the consultancy generating nearly half a million dollars in revenue. Custom merchandise sparked interest and engagement, further elevating FNDN’s brand recognition.

Through consistent brand execution and value delivery, Matt established FNDN as a credible and thriving brand. With ongoing support, FNDN’s identity continues to evolve and adapt as it grows.

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