FINCA | N Ø V I

FINCA INTERNATIONAL

#Financial_Inclusion

#Social_Enterprise

#Purpose_Driven_Capital

THE BRIEF

Transform

3.3238° S, 36.5467° E

FINCA International, a global leader in community-centred microfinance, supports entrepreneurs across Africa, the Middle East and Eurasia. We worked alongside Bill Toliver, strategist and executive producer from the California-based Matale Line, to transform the way FINCA's story is told. Our mandate was to reconnect the brand with the lived realities of its clients by redefining its brand voice, building a versatile visual library, and creating a narrative system capable of communicating its impact with clarity, resonance, and credibility across donors, partners, and regional teams.

IMAGE: ESUVAĪ KARANI MOLLEL, FINCA TANZANIA CLIENT

Project Scope

A full brand refresh grounded in authentic human stories.

Visual and narrative systems designed for long-term strategic use.

A global photography and film library captured across six countries.

Messaging tools that articulate FINCA’s mission with clarity and authority.

Assets optimised for fundraising, advocacy, and institutional comms.

ANNUAL REPORT: DESIGN, CONTENT, VOICE

WEB: STRATEGY, FRAMEWORK, DESIGN

Approach

We began by examining how FINCA’s global storytelling and brand assets operated across regions, identifying gaps that were weakening donor confidence and diluting the organisation’s strategic voice. Our approach focused on building a coherent narrative and visual system anchored in dignity, clarity and modern impact communication. Through a unified story architecture and a photography and film library shaped around real financial journeys, we created a foundation that could express FINCA’s purpose with consistency and authority across all donor, partner and stakeholder channels.

FINCA ARMENIA

FINCA JORDAN

FINCA GHANA

Collaboration

Collaboration with FINCA’s teams in Armenia, Jordan, Tanzania, Kenya, Uganda and Ghana was central to the work. Time spent with loan officers, entrepreneurs and community leaders grounded the creative direction in genuine insight. By training staff in content gathering and co-developing tools with them in the field, we built a system that reflected operational reality and could be carried forward internally, strengthening alignment between regional teams and the organisation’s global strategic goals.

EXTERNAL COMMS: DESIGN, CONTENT, VOICE

BRAND BOOK: DESIGN, CONTENT, VOICE

Framework Building

Together, we produced:

A unified brand story aligned across departments and regions.
Stronger donor engagement rooted in lived experience.
Credible, emotionally resonant material that performs across channels.
A narrative strategy matched to organisational goals.
Tools that scale, for campaigns, presentations and annual reports.

FINCA TANZANIA

FINCA KENYA

FINCA UGANDA

Impact

The outcome is a brand strengthened by truth: coherent, resonant and human. By combining strategic clarity with field-level storytelling, the work provided FINCA with a narrative architecture that not only reflects who they are, but sharpens how they move forward and how they communicate their purpose to the world.