Branding as a strategic asset

Being different in a crowded market

We recently created a tech brand identity for ArcticDB, a technology product incubated within Man Group - an alternative investment management firm headquartered in London. The ArcticDB team has developed and honed a technology platform built-in response to the ever-increasing amount of data and complexity of front-office research at Man Group, a challenge faced by many large financial institutions.

There’s a lot of science and strategy that goes into crafting financial services and fintech products. It takes real skill, patience and precise design to build a product to successfully operate in this landscape, and often the brand itself becomes a secondary concern.

Instead, we think that brand should be given greater emphasis. It's an asset that could be the biggest lever in driving growth. A well-crafted brand is a first impression. Your front window. Clearly articulating your purpose – why you exist, how you connect with your audience, and the value you bring – not only attracts new clients but can also boost investment opportunities and help draw the right talent to your company.

It is more than just a logo or tagline; it’s a blend of psychology, marketing and design that creates an emotional connection whenever the brand is interacted with. Bringing a brand like this to life involves a collaborative effort across every touchpoint - from a website and marketing materials to social presence, storytelling and product experiences, all the elements that create a dynamic, living brand.

True success however, depends on the right strategy - and to stand out in the ever so competitive financial market, there's much to keep in mind.

Reflecting your culture

Man Group trades trillions of dollars of buy and sell orders each year; this demands fast, flexible, and familiar data science tools which have the ability to store and process complex data at an industrial scale. ArcticDB deals with data elements spanning hundreds of millions of rows, or hundreds of thousands of columns. Using ArcticDB, Man Group’s investment professionals and technologists can better power robust, near-real-time automated trading - transforming complexity into effective solutions and enabling the discovery of patterns, forging of connections, and progress at scale.

These are the core elements we aimed to reflect in the ArcticDB brand.

The designed visual identity draws directly from the culture and vision of ArcticDB, as well as the code at the core of its product. The modern arctic summit logomark symbolises growth, achievement and possibility. The ultra-modernist logotype reinforces ArcticDB’s forward-thinking ethos, while pixel block motifs celebrate the fundamental building blocks of computation and data. A distinctive monospace typeface adds structure and clarity, echoing the aesthetics of code and the logic that drives the brand.

More than just a product, ArcticDB is powered by a talented, driven team which is passionate about solving the most complex data challenges. This spirit of collaboration, innovation, openness and purpose is embedded in the brand’s DNA, shaping a culture that is as focused as the tools it creates.

The result is a cohesive, dynamic system that captures ArcticDB’s essence: refined, purposeful, and designed to achieve new heights of innovation and discovery.

Trust and credibility

A strong, consistent brand is the foundation of trust. In finance, where customers place their financial security in your hands, a reputation for reliability and transparency is critical. Clear branding that emphasises ethical practices, cultural values, and transparency reassures customers, partners, and employees alike.

Applying this branding across all touchpoints—websites, product experiences, social media, and more—signals stability and reliability, both vital for long-term success.

Connecting emotionally

Financial decisions are often deeply personal. So a brand that forges an emotional connection—through relatable stories, imagery, and a compassionate tone—can stand out. Consider how your audience engages with other aspirational brands, like those in travel or real estate.

• Does your brand naturally fit into customers’ lives?

• Is your brand aspirational?

• What role do you play in your customers journey?

Working closely with the ArcticDB team, we crafted a modern, dynamic brand identity with an approachable tone and compelling storytelling. This included a fast responsive website, marketing materials, and video content that highlighted the core products' value, creating a strong first impression.

Taking a stand

It’s key to create a brand you actually like – think of it like picking an outfit to wear. It has to feel good, be comfortable to wear, look fitting in its environment - and reflect who you are as a business. It’s an outfit you’ll wear for the next few years.

The implementation of the brand is just as important: the on-and offline presence has to reflect the promise of the product and clear, compelling storytelling reinforces your brand visual identity. By considering everything from tone of voice to your audience needs, it's easy to define a clear product proposition:

• What problems does your company solve?

• What’s the value that you bring?

• How does your culture align with your customers’ expectations?

A great brand is more than a marketing tool – it’s a strategic asset. It builds trust, attracts customers, inspires employees, and drives business growth by fostering a shared purpose.

It’s often the key difference between a thriving financial firm and one struggling to gain traction.