Marmalade is an invoice finance company whose mission is to be the gold standard for how businesses pay and get paid. As they scale, the necessity for an adaptable, modern design system became apparent — one that would appeal to their increasingly diverse consumers and thrive in changing markets.
Navigating this crucial inflection point, our objective was to forge a brand that not only underscores Marmalade’s trailblazing attitude, but also cements its trustworthiness — a fundamental attribute for any fintech leader looking to transform the industry.
In our strategic overhaul for Marmalade, we were guided by core customer insights that highlighted a universal desire for straightforward yet powerful financial tools, while boosting financial predictability and profitability.
Drawing on the concept of steady cash flow, we shaped a brand identity that exudes abundance and consistent reliability. Marmalade's brand voice, characterized by warmth, wit, and boldness, fosters a sense of partnership and smart pragmatism, positioning Marmalade as the go-to ally amid the clutter of financial tools.
We faced a significant challenge in finding a partner who could grasp the nuances of our brand. Thankfully, from the first workshop, it was clear Josephmark understood us perfectly. This deep understanding allowed us to trust the process fully, resulting in the exact brand identity we needed for our future.— Ed Pullen, Marmalade Head of Growth
With this brand refresh, Marmalade cements its role as a trailblazer in the industry, with an identity built to last. The redesign has already garnered high praise from potential investors, indicating a bright future for funding and market growth. Following the new brand launch, Marmalade made headlines in major business publications, such as Australian Financial Review and SmartCompany, highlighting their impactful new voice.
