Amarillo Labs
Driving Innovation in Fintech & Trading Systems
The challenge
Amarillo Labs was founded to empower ambitious brands and build sophisticated fintech and trading platforms capable of handling high-frequency, high-velocity transactions across global markets. With real-world financial industry experience and a proven track record of developing trading systems that manage billions in trading volume, their team was equipped to make an impact from day one.
As a new company, Amarillo Labs had no established brand identity or website to reflect their specialist positioning. They engaged our team to help craft a confident, modern brand presence that would immediately convey their technical mastery and credibility as a trusted product development studio for mission-critical financial systems.
Discovery
While Amarillo’s brand story is rooted in Texas, their direction needed to evolve beyond those origins. It was essential to recognise the rapidly transforming digital landscape and the meta-forward nature of today’s fintech industry. This required crafting a visual language that could seamlessly bridge their heritage with a modern, globally relevant identity.
We aimed to craft a captivating brand identity that reflects their forward-thinking ethos and positions them at the intersection of technology and finance.
Design
The Amarillo Labs logo seamlessly blends the brand’s origin story with its future ambitions. Inspired by Texas heritage, the stylised Longhorn bull, paired with a subtle nod to Route 66, embodies resilience, progress, and a spirit of bold innovation. This modern, minimal mark is designed to perform consistently across digital products and enterprise environments, positioning Amarillo Labs as a confident, adaptable partner in fintech product development.
The primary colour palette features a vibrant neon yellow, supported by dark grey, to amplify the brand’s energy and innovation without compromising trust or professionalism. Together, these elements create a cohesive, future-ready identity that sets Amarillo Labs apart in the competitive fintech landscape.
Build
To bring the brand to life, we designed and developed a streamlined single-page website for Amarillo Labs. The focus was on clarity and impact, ensuring their specialist positioning was immediately clear. The site combines bold visuals with straightforward messaging, reflecting Amarillo’s confident and technically driven identity.
Amarillo Labs now has a distinctive, future-focused brand and digital platform that positions them confidently within the global fintech market. From a clear strategy to a bold visual identity and an intuitive website, every element was designed to support their mission and help them build trust with clients and partners from day one.
“Funtown helped bring a professional brand to life for Amarillo Labs, with the bull in the logo as a clever nod to finance. Their use of colors and textures on the website really made the brand feel alive. Great work from the team!”
Nick Hill, Amarillo Head of Product
