Case Study
Putting design back into regulatory technology
RegTech was a crowded market of near-identical names and marks. Vaiie, owned at the time by Jersey Post and the Government of Jersey behind it, was launching a suite of compliance products into it.
The Challenge
RegTech looked like RegTech. Spinning globes, Minority Report glass panels, and a set of near-identical names sitting under them. Anything Vaiie launched would arrive into that.
The sector didn't seem very accessible. Compliance was framed as a problem for the COO to manage rather than what it can be: a competitive advantage, giving customers a better service experience while keeping the business up to date with their regulatory obligations.
The brief was a set of sub-brands, one per product, each with enough identity to be marketed on its own and clear enough for stakeholders to engage with. That set the problem: an idea that could scale when new products came along, enough difference between them to be worth having, enough consistency to still be one company.
Designed to be different
No globes, no glass panels, and minimal photography. Illustration instead, bold shapes and high-contrast colour, kept simple where the sector reached for complexity. At the time it sat a long way from anything else out there.
Making the sub-brands a family
Vaiie comes from the Jersey French word "to see". That gave the system its device: an iris, built from the Vaiie V's on one side and a window into the product on the other. The V's stay constant across the suite; the window is what changes, so each product gets its own identity without leaving the family.
Broken apart and tiled, those same windows form a mesh - a pattern language running through the brand that carries the idea of protection, so the marks never have to.
The Result
The product branding gave Vaiie something recognisable in a sector where most things aren't, and ran for five years across the suite and through a management buyout. It ended when the product range was consolidated, at which point sub-branding stopped earning its keep.
Jon branded our entire suite of regulatory technology tools that sit at the heart of the business.
He brought a real moment of clarity during a period of complexity - from brand identity and product design through to working prototypes, and from managing agencies to working directly with clients, he made it all look effortless.
Lee Bosio CEO, Vaiie
