We were tasked with bringing Acenden, Kensington and New Street – three specialist mortgage companies – together under one new Group brand. We generated a new name and visual identity in order to create a united vision primarily for the people within the Group.
Our new name, The Northview Group, takes its inspiration from the Northstar. Always there to guide as it defines a set point, a True North, which represents a constant, a clarity of purpose. This gave us a fertile springboard for our creative solution – our blue dot.
With such a flexible icon to distinguish the brand, we have a simple, impactful idea to use across all creative deliverables. Strategically, too, the blue dot serves as a reminder to staff that they are part of a Group company with one clear aim: to bring innovation, insight and transparency to the mortgage market.