Vaultex, the leading provider of cash management and services, planned a new service for SMEs. Conscious of how small businesses access and deposit cash, Vaultex wanted to use retail space to enable businesses to gain proximity in their cash processing. First, it wanted a new brand. Following insight work to develop a brand strategy and focus for generating a name, Vault Express was chosen, styled Vault eXpress. The new name leverages the reputation of the master brand while expressing connotations of speed and convenience of service. We designed a new logo and visual style and applied this to ATM fascia and surroundings, signage and brochure ware, selling the idea to small businesses.