Creating an identity for a fund driving London’s SME investments

Building London’s early-stage creator

Funding London, originally SME Wholesale Finance, required a revised brand position and presence. Capturing the Early-Stage Market, and helping to grow emerging and exciting companies in London, the organisation required support to change.

Brand positioning

After meeting with key stakeholders, we set about tackling the brand positioning challenge of this project. By understanding the organisations principle role, we identified the term ‘Funding London’ as an active description that best reflected them. From there, we built out a brand approach with the breadth to operate in all required environments.

We wanted the brand to be clean, making communication the focus and so built an identity that could flex – supported by a colour palette that was both bold and striking. The bold yellow stroke within the new logomark operated as a frame for important information as well as user signposting throughout our design language.

Digital transformation

Our input into repositioning Funding London saw our team plan, design and develop a Wordpress-powered website that remains in active use today. We later produced a brand and digital presence for sister publication and concept Thrive: an online journal featuring interviews and opinion on London’s early-stage business ecosystem.