Fortis is a company that develops and implements software for POS terminals. It reached a point where its visual language no longer fully reflected the nature of its product or its approach to customers. Despite strong technological expertise, the brand was perceived as overly utilitarian and system-focused, while the company itself was increasingly focused on people — entrepreneurs who interact with its solutions every day.

The company places special emphasis on retail merchants, particularly small and medium-sized businesses, for whom simplicity, speed, and clarity of tools are essential. Therefore, the key objective of the rebrand was to introduce a more friendly tone in communications — making the brand more open, approachable, and supportive while preserving its sense of reliability and technological strength.

The foundation of the new visual language is a system of radial lines derived from the shape of the existing Fortis logo. The expanding lines symbolize the flow of transactions, the connections between businesses and customers, and the dynamic nature of the product ecosystem. This approach allowed us to preserve brand continuity while introducing greater visual energy and flexibility.