Stormbrand, the branding, design and communications agency, has set Invicta Finance up for future growth with a new and dynamic brand. A bold new creative platform for the boutique asset finance advisory firm is centred around the idea of ‘Partners in Ambition’.

Invicta Finance is active in business aviation, yachting and high-end real estate, serving high-net-worth individuals. It’s not your average financial institution. Made up of handpicked experts from every field of asset finance, the Invicta team is uniquely positioned to make deals that traditional banks can’t. The bold rebrand speaks to the unique needs and motivations of Invicta’s audience and brings together all of its big bank experience and specialist skills.

Stormbrand approached the creative challenge from the perspective that matters most: people. Tapping into the needs and motivations of the firm’s modern high-net-worth customers, the agency identified a tension in that this audience wants financing that moves as fast as they do; but conventional thinking limits access to the assets that can support their journey.

Setting up as an independent takes an entrepreneurial mindset – the kind of mindset that all Invicta clients share and appreciate. This connection formed the basis of Stormbrands’ ‘Partners in Ambition’ creative approach, with the idea of meeting of minds and convergence of skills informing the new logo, language, design system and iconography. The resulting brand personality is empowering, empathetic and ingenious.

Stormbrands developed a distinctive logo based on a jewel to reflect the values of the brand and provide maximum ownability within the sector. The icon within the logo plays a key role in the wider graphic system. It consists of shapes taken from the brand icon that can be used flexibly to hold imagery and colour and for bold impact across static and motion applications.

The colour palette is inspired by the world and the areas in which Invicta does business. Deep ocean blue meets fresh and enlivening sky tones, cool contemporary city grey meets spirited orange accents. A photographic system provides guidance on how to depict product, people and place to reinforce the idea of Partners in Ambition.

To deliver the partnership concept through language, a set of messages references the meeting points of Invicta’s expertise and specialisms. These skilfully articulate Invicta as being where access, opportunity and insight converge.

Stormbrands’ Design Director, Dean Harding, said: “By focusing on Invicta’s network connections and relationships-building nature, we played to their strengths. The new brand now taps into the needs and motivations of high-net-worth individuals – not just functional but also emotional – to offer them a financing partner that moves just as fast as they do. We used our restless creativity to help Invicta Finance turn a complex challenge into a rich opportunity.”