AMINA is a globally regulated crypto bank servicing institutional and private clients with more than $4.2 billion in assets under management.
The Challenge
Sometimes you disrupt the market, and sometimes the market disrupts you.
For SEBA, the world's first fully-regulated Swiss crypto bank, that disruption came in the form of a trademark injunction forcing an immediate name change. What followed was a high-stakes identity shift under pressure - customers watching, competitors circling, a high level of trust and a whole lot of capital on the line.
The Spark
Most financial institutions would treat this moment with damage control.
But SEBA was never a conventional bank. It was a business built to challenge the old rules of finance, operating at the intersection of traditional banking, digital assets and crypto infrastructure. We saw a rare opportunity, unknowingly created by a competitor, to turn the rebrand into a breakthrough moment not just for the bank, but for the category it was helping to build.
The Breakthrough
SEBA became Amina, not with panic, but with purpose. The name was inspired by “transamination”, the transfer of one compound to another, giving the brand a natural link to transformation, exchange and the movement between old and new financial systems.
AMINA became a bridge between the security expected by cautious high-value investors and the opportunity offered by digital assets. It gave the bank a story it could sell with confidence, a name it could own globally and a brand platform built around change as a source of strength.
The Impact
The rebrand landed with the confidence of a business fully in control of its future, not one scrambling to recover.
AMINA turned a forced reset into a clearer market position, a sharper story and a stronger platform for growth across a broader cross-section of institutional and private investors.
