Case Study
Putting design back into regulatory technology
Vaiie, then owned by Jersey Post, had a suite of RegTech products and no brand to tie them together. Each product needed its own sub-brand, distinct enough to be marketed on its own. The system also had to stretch as new products arrived.
At a glance
- A master brand, plus a sub-brand for every product, all built from one shared device
- Illustration-led, in a sector full of globes and glass panels
- Logo, product design and design system, with ongoing support afterwards
- In use for five years, including through a management buyout
The problem
Most RegTech looked like RegTech: spinning globes, sci-fi glass panels and names you could swap between companies without anyone noticing. Whatever Vaiie launched would land right in the middle of them.
The sector also treated compliance as a chore for the COO, when really it can be a competitive advantage. Get it right and customers have a better experience, whilst the business stays on top of its regulatory obligations.
Then there was the brief itself: one sub-brand per product. Each needed enough difference to justify existing, and enough consistency that you'd still know it was Vaiie.
The solution
Design against the sector
No globes, no glass panels and very little photography. I went with illustration instead, using bold shapes and high-contrast colour, and kept it deliberately simple whilst competitors piled on the complexity.
A device hidden in the name
"Vaiie" comes from the Jersey French for "to see", which handed me the central idea on a plate: an iris. The Vaiie V's sit on one side, and on the other there's a window into whichever product you're looking at.
One family, lots of products
The V's never change; the window does. That gave every product its own identity without any of them wandering off from the family.
Outcomes
The brand ran for five years across the full product suite and made it through a management buyout intact. In a sector of near-identical names and marks, it looked like nobody else.
It was eventually retired when Vaiie consolidated its product range. Fewer products meant separate sub-brands no longer earned their keep, which is a perfectly good reason for a brand to bow out.
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
