Project Overview
Remara, an Australian-based asset management company, was establishing a new business offering bridging loans. They came to us with a great name, Marble Money, an ambitious business strategy, and were seeking a bold brand identity to launch their brand into the market.
Not quite a conventional financial services business and definitely not a fintech, our initial consultations helped establish Marble Money as a challenger brand, positioned between these two markets. These discussions provided valuable context for their vision and insights into their target audience, forming a strong foundation for concept development. This, in turn, shaped the direction of their brand and enabled them to launch a successful product with a clear understanding of their market.
Project Commissioner
Project Creator
Team
Kylie Gould – Director
Dan Clark – Creative Director
Alexis Bowman – Senior Designer
Adelle Chang – Business and Design Director
Project Brief
Marble Money, a new provider of financial products specializing in bridging loans, invited Creatik to create the brand identity for their new brand. Initially targeting brokers, real estate agents, and the retirement property market, Marble Money aimed to expand into consumer-facing markets once the brand was established.
The name developed by the client, "Marble Money", derives from the game of marbles rather than the stone, suggesting a playful and accessible brand identity that could incorporate subtle nods to marbles in its logo.
The key differentiation of Marble Money lies in its commitment to simplicity and ease of transaction, aiming to alleviate the stress and complexities often associated with borrowers who require financial flexibility during property transactions.
The target demographic spans a broad spectrum, encompassing growing families and older downsizers aged 25 to 65, initially focusing on anyone in need of assistance with property purchases.
Positioned as a challenger brand, Marble Money aimed to carve out its niche distinctively between major financial institutions like Macquarie Bank and emerging fintech players like Up Money.
Project Innovation/Need
Before diving into creative concepts, we wanted to gain a deep understanding of Marble Money’s vision, ambitions, and the origin of its name.
The name Marble Money could be interpreted two different ways: marble the stone as a symbol of grandeur, strength, luxury, and longevity, or a playful nod to the traditional game of marbles. Yet, the real reason it was chosen is smarter. Marble Money reflects the fluidity and constant movement that underpins the purpose of bridging loans. This approachability sets it apart adding a playful twist that distinguishes it from a market traditionally dominated by more serious institutions.
Inspired by the marble metaphor and the concept of keeping money moving, our brand identity design centers on a friendly and approachable sans-serif wordmark. Its flowing, rounded shapes harmonize with a dynamic 3D marble device, embodying the playful essence of the game. This device animates through the letters, creating a lively visual narrative that captures attention.
The graphic device, formed by intertwining two 'm' glyphs, creates a bridge motif that serves as a unique icon and secondary design element. It not only enhances Marble Money’s visual identity but also offers versatility for patterns and decorative elements. The color palette, featuring vibrant flamingo pink, deep midnight blue, and rich tones of berry, sapphire, blush, and thistle, adds depth and dynamism. The gradient effect reinforces the brand’s energetic and forward-thinking ethos, ensuring a distinctive presence in the market.
Design Challenge
For a new brand entering the bridging loan market with a focus on ease, there were many challenges and design considerations. These included establishing a competitive edge against well-established firms, cultivating trust and credibility in a competitive landscape, educating clients about their value proposition, and, most importantly, crafting a distinct brand identity.
Another key consideration was making sure the brand could stretch and grow to accommodate its business development plans. Launching as a B2B brand for Brokers, Real Estate Agents, and the Retirement Property space, their end goal was to become consumer-facing.
Addressing these challenges strategically enabled us to create a distinctive brand identity and attract customers looking for a hassle-free borrowing experience.
Effectiveness
The brand was embraced by the client and internal stakeholders. The work helped to build momentum within the business and brought forward their plans to extend the business to the consumer market ahead of plans.
To demonstrate the effectiveness of our work on the Marble Money branding project, we're pleased to share a testimonial from Andrew McVeigh, Director at Remara.
“Our collaboration with Creatik began with the launch of Marble Money, offering bridging loans. We needed a bold brand identity to stand out in the competitive financial market, which led us to Creatik.
From the start, their team understood our unique positioning. Their consultations shaped our vision and guided the creative process, resulting in an exceptional brand identity that resonated with stakeholders and our target audience. The innovative design positioned Marble Money prominently in the market, receiving overwhelmingly positive feedback.
The success of this work was so impactful that we accelerated our plans to expand from B2B to B2C, confident in the brand’s strong consumer appeal.
Creatik’s work exceeded our expectations, combining creativity with strategic insight. It is our pleasure to support Creatik’s submission for Best Visual Identity for the Marble Money project. We are confident that their work is truly deserving of such an award.”
Andrew McVeigh
Director, Remara
Graphic Design - Identity and Branding - Finance
This award celebrates creative and innovative design in the traditional or digital visual representation of ideas and messages. Consideration given to clarity of communication and the matching information style to audience.
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