Orium Finance Case Study

The challenge

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.

The process

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 outcome

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.

We knew our brand needed to be refreshed and reenergised to achieve its potential, but we didn't really know how to go about that. BrandMatters were fantastic. After conducting research and analysis, they clearly defined our brand positioning, and recommended we change the brand name. They devised a meaningful, exciting new name for us, and created a sophisticated, compelling logo and visual identity, which the whole team loves! They also helped us map out and refine our clients' experience with us. We are really happy with the work, and continue to partner with BrandMatters.

Director, Orium Finance

BrandMatters services used:

Consult

Stakeholder engagement
Desk research
Brand insights & recommendations
Stakeholder depth interviews

Create

Brand positioning & strategy
Brand story
tone of voice & key messaging
Customer value proposition (CVP)
Brand naming
Brand logo & identity

Express

Graphic design
Digital design
Brand guidelines
Marketing & communication - strategy
planning
copywriting
campaigns

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