David Hamblett, Managing Director, New Wave
New Wave came to us needing a rebrand after a change in business name. Having been established for a number of years prior to the rebrand, it was important that we didn’t alienate existing clients but attracted new business with a fresh, bold brand that communicated that financial services don’t have to be boring.
New Wave wanted to communicate with a younger market – offering financial products to other businesses and mortgages to consumers the brand needed to speak to both B2B and B2C markets. The vibrant colours follow a colour trend set by financial and fintech brands in recent years.
Competition in the finance sector is high and with the rise of fintech startups the sector is only becoming more crowded. A move away from a boring brand identity helped reposition New Wave.
Previously relying on outbound sales calls, New Wave needed to work on its digital marketing and online presence. By creating an identity that worked offline as well as across social media, web and mobile we ensured they could communicate effectively.
New Wave wanted to make mortgage and business finance talk sexy. Interest rates are enough to send you to sleep, so by creating a softer, more friendly identity we helped them do this.
The wave we created within the New Wave text has been carried across all company collateral including business cards, letterhead and compliment slips.
The bold colours work just as well as solid colours as they do as gradients, giving the brand flexibility when using the logo and identity across different channels. In print, for example, the use of block colours works particularly well.
When working with New Wave we also helped put together a branding strategy by defining key audiences, clarifying the purpose of the business and the tone in which it should communicate with these audiences.