Branding as a strategic asset.

Branding as a strategic asset.

We recently created a tech brand identity for ArcticDB, a start-up incubated within MAN Group - an investment management firm based in London. Over a number of years ArticDB developed and honed a technology platform that’s central to Man Group’s operations. The rich potential of the platform inspired the decision to share it with the wider financial market, giving rise to the start-up.

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 your brand should be given greater emphasis. It's an asset that could be your biggest lever in driving growth. A well crafted brand is the first impression you make. 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 also boosts investment opportunities and helps 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. When your vision, product and culture align, it creates a bond that drives success.

Bringing a brand to life involves a collaborative effort across every touchpoint - from the website and marketing materials to social media and product experiences. Over time, these elements create a dynamic, living brand. Success depends on the right strategy, visual identity, storytelling, tone of voice, and technology. When these align, the brand captures attention, stands out and effectively communicates its value to the world.

When working within the Financial Services market there are many considerations to explore:

Reflecting your culture in the brand

ArcticDB is a database platform purposely built for speed, reliability, and is able to cope with billions of rows of data in seconds.  Built on over two decades of relentless refinement, it transforms complexity into elegant, effective solutions. ArcticDB enables the discovery of patterns, the forging of connections, and progress at scale. 

These are the core elements we’d like to reflect in the ArticDB 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 highly talented, driven team who are 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.

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 and look fitting in your environment. It’s an outfit you’ll wear for the next few years. 

The implementation of the brand is just as important: your on-and offline presence has to reflect the promise of your product and clear, compelling storytelling reinforces your brand visual identity. By considering everything from tone of voice to your audience needs, we can 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? 

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

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.