How we created a new financial brand from the inside out. Brand development & launch for atomos.
How we created a new financial brand from the inside out
Brand development & launch for atomos, by MadeBrave.
The UK wealth management branch of a South African global financial service group had just been acquired by a private equity firm.
They wanted to seize this opportunity to reinvent themselves and create a bold, forward-looking business to outshine their competitors.
And so, our task was set: develop a new name and distinctive market positioning for this new company, one that would set them up with a solid foundation for future acquisitions—and excite their existing clients and employees about the journey ahead.
The financial planning and wealth management industry is, by and large, incredibly fragmented.
All good brand strategy starts with the same thing—research. After a host of workshops, stakeholder interviews, surveys and competitor analysis, it became clear that between a wealth of providers, products and services, people are constantly having to choose between one or another.
This industry tends to silo every facet of people’s finances, so we decided to turn convention on its head. What if we could offer complete financial well-being by offering the best of both worlds? In a disjointed financial market, this is the proposition that would help them stand out. This is the big idea underpinning the brand.
Combining heritage and modernity, we chose an ancient Greek word that means uncuttable and indivisible.
From an initial long list of over 100 names, we consulted regularly with our client to whittle the options down to one that we all felt encapsulated the brand idea perfectly. We chose ‘atomos’.
We then developed a visual and verbal identity to help our client communicate their brand idea through every element of their brand. The result is a bold look and feel that combines sophistication and accessibility, a voice that combines intelligence and curiosity, and an overarching graphic device that combines brevity and comprehensiveness. That’s no mean feat!
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