Fortress Financial is a start-up based in North West London where they assist their clients with mortgages, wills and protection needs. At the start of 2023, the founder reached out to rebrand the company as their old identity was no longer represented the company values.

The rebrand entailed a fresh and adaptive identity that can be used across multiple touch points, specifically for marketing collateral. The new identity portrays confidence, trustworthiness and security by closely stacking the two ‘F’s’ in the logo icon. To tie the whole brand together, we’ve paired the logo icon with a clean and modern geometric sans-serif font.

Our dominant brand colour, Midnight Blue, was drawn from the previous identity so there was some cohesion between the new and old. However, to keep the palette bold, we introduced the Golden Yellow and Washed Grey, which provides a corporate yet playful palette.