About the Business

FIS (NYSE: FIS) is a global provider of financial technology whose platforms underpin much of the world's financial system, from core banking infrastructure to card issuing and processing. They process 75 billion transactions annually spanning $9 trillion in volume for over 20,000 customers. FIS is a Fortune 500 company and a member of the S&P 500.

In 2024, FIS launched Atelio by FIS, an embedded fintech platform providing modular building blocks to allow any company — not just banks — to integrate financial services directly into their offering. Their vision was to combine modern API-first technology with the scale, security, and trust of FIS into a comprehensive embedded finance platform spanning card issuing, money movement and payment orchestration, and identity verification and fraud prevention.

Our Engagement

After successfully launching the first iteration of the Atelio brand and website in 2024, the team approached us again in early 2025 for a deeper engagement.

Atelio had huge ambition and was shipping product across a vast surface area. But they lacked the language and visuals to articulate how it all tied together. This created internal misalignment: what's our north star? And how does what my team is building fit into that? Externally, they needed a sharper way to describe what they did, who they did it for, and why prospects should care.

We started by building a single graphic that could explain Atelio to a team member, customer prospect, and investor alike. This "marketecture" would serve as the foundation for everything else.

Through interviews with product managers, engineering leaders, and C-suite executives, we documented how each part of the platform related to the others and established shared definitions of basic terms like "product," "service," and "solution." From there, we constructed a single visual that showed, for the first time, how Atelio's offerings fit together, who they served, and how they reached the market.

The marketecture drove everything downstream. We rebuilt the site structure to mirror the product structure, wireframed 15 pages, and wrote all of the copy in close collaboration with product teams and leadership. Another agency handled visual design and development; our role was strategic orchestration, ensuring the new site reflected a coherent story the whole organization could stand behind.