About
SoMo is an FinTech company.
"Built on evolutionary thinking since its inception in 2014, SoMo, a family-owned business, pioneered the crowd funding formula that allows Borrowers and Investors to bypass the more traditional lending and investing channels and help each other through financing secured bridging loans.
Today we continually look for better ways to lend, combining commerciality with an ambition to live and lend safely and compassionately.”
SoMo is an FinTech company.
"Built on evolutionary thinking since its inception in 2014, SoMo, a family-owned business, pioneered the crowd funding formula that allows Borrowers and Investors to bypass the more traditional lending and investing channels and help each other through financing secured bridging loans.
Today we continually look for better ways to lend, combining commerciality with an ambition to live and lend safely and compassionately.”
Brief
A rebrand to evolve BridgeCrowd (social Money) into SoMo. Repositioning the brand to cater to three type of target audience: Investors. Borrowers. Borrowers.
It needs to be flexible enough to give Investors a very professional, safe, trustworthy, secure and a high end feel yet informal enough to be creative, playful, innovative for Brokers and borrowers.
The brand needs to be able to adapt and grow into different channels while keeping the brands image.
A rebrand to evolve BridgeCrowd (social Money) into SoMo. Repositioning the brand to cater to three type of target audience: Investors. Borrowers. Borrowers.
It needs to be flexible enough to give Investors a very professional, safe, trustworthy, secure and a high end feel yet informal enough to be creative, playful, innovative for Brokers and borrowers.
The brand needs to be able to adapt and grow into different channels while keeping the brands image.
Before
Before
The thought process
This re-brand had a variety of challenges to solve. The first was to discover the brand's values, mission and personality. The second was the name. When I was brought on, they were already down the road with the name SOMO; The solution we came to was making sure SoMo had a capital S and M, as well as ensuring the content and message was clear on what SoMo means.
This re-brand had a variety of challenges to solve. The first was to discover the brand's values, mission and personality. The second was the name. When I was brought on, they were already down the road with the name SOMO; The solution we came to was making sure SoMo had a capital S and M, as well as ensuring the content and message was clear on what SoMo means.
Next, was creating the company's identity system, as what they had previously wasn't fit for purpose. They used the colour black and white a lot, which wouldn’t be so much of an issue if they wanted to focus the attention on selling a physical product, but when you’re providing a service the visual identity needs more character and personality.
Development
Logo
There are many infinity marks around, so I had to make sure the new logo didn’t fall into the 'just another infinity symbol’ category. It had to have meaning and fit into the brand story, which is why there is a separation between the symbol. The white half of the symbol represents the borrowers, the gold represents the investors and the gap in the middle represents the bridge and constant flow of money and technology between them.
There are many infinity marks around, so I had to make sure the new logo didn’t fall into the 'just another infinity symbol’ category. It had to have meaning and fit into the brand story, which is why there is a separation between the symbol. The white half of the symbol represents the borrowers, the gold represents the investors and the gap in the middle represents the bridge and constant flow of money and technology between them.
After
Colour
The primary colour is the space blue to symbolise professional, trustworthy service. The second colour is rich gold to symbolise money, using the gradient to showcase the technological side. The final colour is skin tone cream to resemble the human element within the service.
The primary colour is the space blue to symbolise professional, trustworthy service. The second colour is rich gold to symbolise money, using the gradient to showcase the technological side. The final colour is skin tone cream to resemble the human element within the service.
The result
SoMo’s DNA: Social | Integrity | Trust | Security The brand has been developed to be adaptable for each audience and flexible enough for the company to expand if it needs to, whilst maintaining the brand values and image.
SoMo’s DNA: Social | Integrity | Trust | Security The brand has been developed to be adaptable for each audience and flexible enough for the company to expand if it needs to, whilst maintaining the brand values and image.
