FinTech SaaS Rebrand & Expansion
Clearwater Analytics has long been recognized as a global leader in investment reporting and analytics, serving some of the most prominent financial institutions in the U.S. and worldwide. In early 2024, the company began a series of strategic acquisitions and partnerships that significantly expanded its capabilities across the entire investment lifecycle.
As Clearwater evolved, the brand team, in partnership with an external agency, identified opportunities to elevate and modernize the brand system. The goal being to better reflect the company’s expanded vision and the exceptional value and services it delivers to clients. By early 2025, the acquisitions were complete, and the updated brand played a vital role in signaling Clearwater’s position in the market. No longer just a specialized analytics platform…
Clearwater Analytics is a complete, front-to-back, world class investment management solution.
A Logo Lacking Presence
While not intended for a full redesign, the existing logo lacked visual weight and contrast. It didn’t convey the strength or stability expected of a company expanding its reach and influence in global finance.
We refined the typemark by establishing consistent spacing, slightly increasing the character weight, and applying the new, darker brand blue to create a stronger and more confident presence.
Dated and Disconnected Website
The old Clearwater website relied on dated and faux visuals, low contrast colors, and broad marketing language that often felt disconnected from the product experience. Navigation was inconsistent, and messaging lacked the authority expected of a global fintech leader.
The new website introduces a sharper, more confident presence by replacing abstract illustrations with real product UI, strengthening hierarchy with a modern type system, and guiding users through intuitive, role-based navigation. Messaging is now outcome-driven and client-focused, reinforcing Clearwater’s position as a trusted partner across the full investment lifecycle.
Voice & Tone
As part of the refresh, Clearwater adopted a more focused and expert-driven tone of voice to better reflect its maturity and market position. The new messaging communicates with clarity and confidence, aligning with the depth and credibility of its solutions and people.
Key changes in tone include:
Moving from broad, marketing-driven language to precise, outcome-focused messaging
Centering communication around client needs and real product capabilities
Replacing jargon with clarity to build trust and accessibility
Reflecting the confidence and professionalism of an enterprise-grade partner
Typeface Inconsistencies and Lack of Authority
The primary typeface in use—Urbane Pro Rounded—lacked the sophistication and clarity needed to represent a global fintech brand. It felt soft and lacked the authority clients expect from a firm managing billions in assets.
We introduced Poppins as the new primary typeface. Geometric, modern, and clean, it better reflects the approachable expertise of Clearwater teams while enhancing legibility and presence across digital and print formats. The difference in tone and professionalism was immediately noticeable.
An Outdated and Inflexible Color System
The existing color palette leaned heavily on pastel tints and muddy neutrals, creating challenges with contrast, accessibility, and emotional tone—especially in digital environments.
We restructured the color system to include a wider range of vibrant and grounded tones, increasing contrast and improving visual hierarchy. The updated palette provides better flexibility for UI applications, data visualization, and marketing collateral while maintaining continuity with the existing brand.
Visit the archive to view the sales and product marketing assets prior to the rebrand.
Project Scope
Brand strategy
Brand positioning & narrative
Messaging framework & tone of voice
Visual identity refinement
Logo adjustments & color system
Typography system
Iconography & data visualization style
Event brand system (Clearwater Connect)
Presentation & marketing templates
Internal brand rollout assets
Brand guidelines
Project Involvement
Brand direction lead
Creative strategist
Design lead
Agency liaison & feedback partner
Visual identity designer
Presentation and template designer
Internal brand ambassador & coordinator
Project manager (creative workflow & deliverables)