Juni had a problem. The Swedish fintech had grown rapidly, but its scrappy startup brand was holding it back. Their ICP had shifted from affiliates and founders to mid-market businesses across Sweden, decision makers who needed to trust their financial partner, not just admire their hustle. The challenge? How do you build that trust without losing your spirit? We completely reimagined Juni from the ground up. Drawing inspiration from Juni's proud Swedish heritage, we rooted the new visual identity in Scandinavian calm: clean lines, thoughtful space, understated confidence. But calm doesn't mean static. We injected energetic contrast through bold colour moments and dynamic typography that could flex as the business evolved. The rebrand wasn't just visual. We crafted a new tone of voice that worked seamlessly in both English and Swedish, developed comprehensive photography and video guidelines, and created an entire brand toolkit that empowered teams to maintain consistency while adapting to growth. Every element was designed with flexibility at its core, resulting in a brand that could scale from startup to enterprise without losing its essence. The transformation delivered immediate impact. Juni now projected the trust and professionalism that mid-market businesses demanded, while maintaining the innovative edge that made them special. Trust built, boredom banished