Making finances human: a brand overhaul to put the fun into funds

Newmorro

Sector
Brand workshop, Brand Identity, Tone of Voice, Collateral, Brochure, Website, App Design Direction

Services
Finance

Challenge

Newmorro approached us with a bold vision: to redefine financial advice. In a sector crowded with jargon and complexity, Newmorro wanted a brand that was both modern and human. One that prioritised simplicity, humanity, and accessibility.

Context

The financial services industry is filled with established, traditional players. It’s a market where terms like ‘investment strategies’, ‘portfolio management’, and ‘risk assessment’ dominate, making differentiation and human connection difficult. Newmorro sought to break this mould with a fresh perspective on financial advice that would appeal and resonate more broadly.

“Working with United by Design, we learnt the difference between design and exceptional design.”

Robin Baker, Managing Director

Solution

We worked closely with Robin and the team to distil their mission, vision, and values into every aspect of the brand’s identity. We redefined their tone of voice, devising messaging that’s clear, human, and approachable and personality-driven. We also crafted vision and mission statements, and created a manifesto that emphasised human connection, innovation and simplicity, with phrases like ‘more power naps than power suits’ and ‘apps over application forms’.

“People interrupt conversations and make a point of mentioning that they love the new brand and how strong they feel it is.”

Robin Baker, Managing Director

Result

The team was thrilled with the result, and the impact was immediate. Newmorro’s brand resonated with their target audience – people looking for a simpler, more human approach to financial advice. It has also been instrumental in helping Newmorro reach a broader, younger audience.

Thank you

Big thanks to Robin Baker and all the team at Newmorro.