Launching a fintech start-up without looking like every other finance brand.
CloudMargin entered a serious collateral-management category dominated by large institutions. Form created the brand, website, platform UI and campaign language for a start-up that wanted to feel fresh without losing credibility.
Break the mould of collateral-management branding without making the company feel lightweight.
The market is technical and high value, but the founders wanted a more youthful, approachable voice than the category typically allowed.
Form worked from client and customer insight through logo, colour, messaging and digital experience rather than designing the identity in isolation.
Build a clean cloud-based identity with enough personality to be memorable.
The logo system used a modern sans-serif and a simplified cloud device, supported by a clean white bias and restrained blue accents.
Messaging was deliberately fresher and more conversational than the rest of the collateral-management space.
A closer look at the project.
Make the platform experience feel as polished as the new brand.
Form designed both the marketing website and the UI direction for the collateral-management platform.
The digital work prioritised clear navigation, usable interfaces and a visual standard capable of sitting alongside much larger competitors.
Give the start-up everything it needed beyond the website.
The brand extended into brochures, factsheets, presentations, exhibitions, social and stationery before launch campaigns were created around industry problems.
That full system helped CloudMargin appear established from its first major customer interactions.
A fintech start-up launched with a complete identity, digital product story and campaign voice.
CloudMargin went on to grow into a much larger enterprise while retaining the modern identity established in the original launch phase.
