Axiom was challenged with the task of repositioning Utopia Financial Services – a boutique firm with a 15 year history of providing fully integrated accounting, investment, superannuation and mortgage broking services.

Deliverables

Brand Creation
Brand Identity
Brand Positioning
Brand Strategy

Brand Communications
Digital – Website
Print Collateral

Constructing the Utopia Financial Partners logo
Utopia Financial Partners logo - reversed version
Utopia Financial Partners logo
Utopia Tax & Accounting
Utopia Financial Advisory
Utopia Consulting
Utopia Mortgage Broking

Challenge

When Utopia Financial Services were referred to Axiom, they were in the process of creating new business names for each business unit, they had previously received advice that there was a legal requirement to create a clearer delineation of which entity is providing planning / investment advice.

A comprehensive brand audit was undertaken and a brand strategy developed. Axiom recommended an alternative solution to their brand architecture that maintained the equity in the name, provided a consistent brand experience, yet still provided the necessary legal differentiation.

The original Utopia Website A new website for Utopia Financial Partners, by Axiom Design Partners
Corporate stationery suite for Utopia Financial Partners, by Axiom Design Partners

Response

We re-defined their core purpose, vision and value proposition. Created a much clearer brand architecture and naming conventions for key business units, as well as a subtle renaming of the suffix ‘Services’ to Partners to further reinforce their value proposition.

The core strategy behind the rebrand was not only to reflect a more contemporary and prestigious offering, but to imbue it with personality, authority and importantly – a story – something not often done in this sector. As the company name was inspired by Sir Thomas More and his novel Utopia as well as the resolute conviction of More’s personal values that showed courage, integrity and determination under extreme pressure.

We found inspiration from his Chain of Esses he wore as Chancellor which incorporated the Tudor Rose, and reinterpreted this into the letter ‘U’. The symbol is also crafted from four petals that are representative of the four core business units, all working together to provide a wholistic offering.

Business Cards for Utopia Financial Partners, by Axiom Design Partners
A5 careers brochure for Utopia Financial Partners, by Axiom Design Partners
Letterhead suite for the divisions of Utopia Financial Partners, by Axiom Design Partners

Utopia has gone from strength to strength, opening new offices and grown to over 1,500 clients and over $500 million in funds under management.

Visit the Utopia website
Vehicle branding for Utopia Financial Partners, by Axiom Design Partners
Pull-up banner design for Utopia Financial Partners, by Axiom Design Partners