Funding London logo overlayed on a photograph of the London skyline where the London Eye is the dominant feature

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

Naming, brand and website build





Funding London

Relevant links



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.

Funding London logo overlayed on a photograph of the London skyline where the London Eye is the dominant feature
A page from the Funding London brand guideline showing the colour palette. The colours used in the brand are Navy, Canary yellow, Night black, Smoke grey, Fog grey, Tan beige, Rosé red and Mint green. The palette also uses gradients made from the red and green colours

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.

Insitu laptop mockup of the Funding London homepage. Laptop is positioned on a white desk against a white-washed brick wall


Mockups of the Funding London website pages. The pages features are the 'We are' page and the 'Success stories' page.

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