Taking a brand to new heights

Soar is a FinTech that builds innovative digital technology for the ethical finance sector. Already launched, it needed to solidify the brand in order to create a concrete brand offering for the market and for future employees.

Our focus was, firstly, on the brand personality and tone of voice, and then the visual identity. We started the process by holding a brand foundations workshop with all of the Soar team.

This included reviewing where the brand ‘is’, brand challenges and opportunities, what makes the brand different, target market, and a competitor review. It then moved to a more in depth session on brand personality and how the tone of voice is derived from the personality, and how that sounds.

From the creation of the brand personality and tone of voice, we held an initial design workshop where the walls were covered in a range of designs, to gauge what they liked and disliked. This then allowed the design team to refine down to two ‘mini’ visual style routes. With a route decided, the visual style was fully worked up.

All of this was then combined into brand guidelines to help the brand move forward with a new verbal and visual identity.

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