Orium Finance is an independent finance specialist, providing residential and commercial lending solutions. They originally came to us with a generic, non-distinctive name that was difficult to find in online searches - Home Funding Solutions. The company had recently separated from its parent company, and needed to define its brand strategy, develop a new and independent brand identity and create a compelling brand story for its clients and prospective clients. It also needed a marketing plan and go-to-market strategy to achieve its future growth plans.
Using insights from desk research and depth interviews with senior stakeholders, clients and partners, we crafted the brand positioning.
We then followed our brand naming methodology, and created a new brand name with a strong rationale. Orium is derived from the Latin word 'Orior' which means 'to arise'. The name injected a fresh sense of energy and excitement, indicating that the business was arising and in a new phase, beginning a new chapter.
The new brand positioning led to the development of a customer value proposition, brand story and the key messaging for Orium. We created a new logo and visual identity for the brand and documented these in a set of brand guidelines.
We produced corporate stationery, templates, a website design, copywriting and marketing collateral for Orium, and ran marketing and client experience workshops culminating in the development of a marketing plan including a referral strategy.
The business has been rebranded and relaunched. The team at Orium is delighted with their new name and brand identity, and the change has been a catalyst to get all internal audiences aligned and reinvigorated, ready for a new chapter of growth and success.
The brand now has a clear brand direction, marketing plan and go-to-market strategy, and marketing operations are now measurable, accountable and effective.