Kickstarting a new finance and healthcare brand

Business objectivesBrand management, Build awareness, Strategic shift
Key messaging

A strong identity for innovative new finance and health group

AGBA began life as a SPAC listed on Nasdaq. It recently emerged as a major new player in the Greater Bay Area finance and health space. The AGBA platform unites people and businesses with greater choices in financial services, healthcare and wellness.

AGBA operates several businesses and a unique finbiz platform that brings new opportunities and flexibility to the sector. The group’s brands include Hong Kong’s biggest corporate health services company.

A year before launching, AGBA recruited Stepworks to help develop its brand. The AGBA / Stepworks team worked closely with C-suite management to develop a comprehensive brand strategy, corporate identity and group website.

Listed on Nasdaq, the new group uniquely combines health and wealth platform businesses
(Image source: Facebook)

Value created

Effective message framework – The team developed a brand architecture and foundation messages that presented the value of the complex offering clearly and convincingly.

Productive collaboration – The AGBA and Stepworks team developed a rigorous “what if” approach, always questioning the implications and seeking improvement.

Solid path forward – The evolved and refreshed design amplified the brand’s reputation for quality, innovation and value.

The AGBA brand celebrates the idea that we are all greater together
(Image source: Facebook)
The outline shape of the bright, bold AGBA logo follows the GBA map


The team devised a liquid hybrid brand architecture that united the business units as a family, and offered scope for growth
The corporate identity and design language support AGBA’s bright warm brand personality


Detailed brand guidelines facilitate consistency across AGBA’s four business pillars – B2B platform, health and wellness, fintech and financial advisory

Let’s talk about your business

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29 Wyndham Street
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