Mezfi

MezFi provides an accessible entry point into the restrictive world of investment platforms. 

From banks, to brokers and beyond, it can be immensely difficult to enter, understand and grow in the market. Thus, the makers of MezFi wanted to provide an accessible investment opportunity for everyday investors. They disagree with the exclusivity of investment access and thus developed a service built around the idea of providing greater opportunity to benefit from restrictive financial products and more simply enter the world of mezzanine finance.

Mezzanine finance, a financing instrument used as a method to bridge capital attainment in property development and intervene to supplement bank or equity financing, is a form of highly exclusive investing that restricts wider audiences through requiring a large financial sum to gain entry. With MezFi, the everyday person can benefit from mezzanine finance funds just like high net-worth individuals using the power of grouped investments. 

MezFi provides access to mezzanine finance with a minimum fee of just $10,000 and pools these funds to reach the required investment. Platforms like this are existing, with property investment a growing industry, yet MezFi differs in the market by being a hybrid instrument. 

Typically an illiquid fund, MezFi provides access to invested mezzanine finance capital at any time through a digital asset secured in Web3 technology - a liquidity feature which can be actioned (or not) within the period of the fund. Their fund thus merges two financial worlds, providing the benefits of traditional mezzanine finance investments with a liquidity feature from Web3. 

TOAST was engaged to communicate this unique and game-changing service to the market in an evocative, engaging and empowering brand identity. Our challenge was to develop a corporate brand footprint, determining the best way to clearly communicate this to audiences, without dividing the two worlds. 

TOAST conducted extensive research and industry analysis to delve into this financial realm. Benchmarking existing local and international platforms and assessing the benefits of both traditional finance and Web3 technology provided the footing we required to build this forward-thinking brand. 

Identifying a selling funnel for engaging users to invest with MezFi was a crucial part of our strategic process. We recognised that the introduction of liquidity to this method of investment was a fundamental selling point. Investing with MezFi provides the unique benefits and high returns of mezzanine finance, usually only accessible to high net worth individuals, coupled with the security and liquidity functionality of Web3 technology. 

This insight led to our big idea and tagline generation: ‘The Best of Both Worlds’.

By combining two financial worlds, MezFi investors receive double the benefits - the benefits of traditional mezzanine finance investment plus the benefits of Web3 technology. Merging the benefits of transparency, regulation and asset tangibility that come with traditional finance, with the liquidity opportunities, lack of global borders and blockchain tracking introduced by Web3, MezFi delivers an opportunistic finance platform where you receive the best of two very different types of financial advantages at the same time.

We reflected this highly innovative service in a uniquely future-focused, empowering look & feel. Building on a customised blockchain-like grid design, our concept for their brand identity is a clear depiction of the stability of traditional finance and the forward thinking approach of Web3 which combine to form MezFi. Focusing on the concept of mutualism and the brand’s future focused foundation, the logotype design links two different worlds in a dynamic, fresh and contemporary fashion, showcasing a brand that goes beyond boundaries and continually thinks outside the box. 

With a colour palette of vibrant pink, green, blue and indigo, a dynamic, ‘new world’ look & feel is created, one that celebrates innovation and breaks norms, and is differentiated from the primary block colours of traditional financial services. 

Providing access to a mode of investing that is usually highly exclusive, MezFi is a trustworthy equaliser, levelling the playing field within financial institutions. The brand identity we created presents MezFi as knowledgeable and visionary; a platform that delivers a fresh way to make money and paves the way for innovative investment methodologies into the future.