Milo&Co delivers new online brand identity for GE Capital to reflect unique loan market positioning
Milo&Co has recently completed a new identity for an online lending brand launched by GE
Capital.
A bright new option in the lending world, ʻUmiʼ (pronounced ʻOomiʼ) is simple, smart and full of
personality. As lead agency, Milo&Co created the brandʼs name, tagline and visual identity to reflect Umiʼs unique positioning in the personal loan market.
The concept behind the ʻUmiʼ name is collaboration – “you have needs, we have funds and
together we help you get what you need”. The positioning of the brand is smarter lending –
being direct, competitive and honest. Offering a service that caters to an audience who
approach their finances with confidence and forethought, a simple and clean visual identity
ensures Umi gets straight to the point. Direct language without industry jargon and bold,
figurative illustrations help bring the brand personality to life.
Says Rachel Miles, Milo&Co general manager: “Creating Umi for GE Capital was an exciting challenge for our team. It was a great opportunity to be part of developing the online
brand from its inception and bring some energy and simplicity to the category. Weʼve also
enjoyed working alongside some great communicators on this project; copywriters Andrew
Peglar and Emma Hill, and production agency The Pixel Kitchen.”
Says Davina Mitchell, Umi’s brand and advertising leader: “Milo&Co really understood our
aim to bring something different to the marketplace. They helped us build a vibrant brand
identity that delivers on our positioning.”
For more information on Umi visit www.umiloans.com.au.
1 Comment
? UMI like Ummmm? Errr? or Youi? Who though of that? please say it was the clients ideas. its shit. like the branding
If the client picked the name, Mylo randomly picked the colour orange some cliched illustrations and wrote the name in the first typeface they found, what did pixel kitchen do are they building websites now???