AMINIA 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 a revolutionary organisation in every way - founding the future of finance. We saw a rare opportunity, unknowingly instigated by a competitor, to make the rebranding of SEBA a breakthrough moment not-just for the bank, but for all of banking.
The Breakthrough
SEBA became AMINA - not with panic, but with purpose.
We refined the narrative, sharpened the proposition, and created a brand that could stand as a true antidote to the Swiss banks of old, and a thought-leader bridging the brave new world of digital finance for even the most cautious of high-value investors and clientele.
The Impact
The rebrand landed with the confidence of a business fully in control of their future - not one scrambling to recover.
AMINA used a forced reset to create a clearer market position and story they could sell, driving business across a broader cross-section of investors, and making their mark in the category.
