GE Umi


GE Capital approached Milo&Co to name and develop a new challenger brand in the online finance loan market. Building on the idea of clarity, simplicity and trust, the name Umi was derived from 'you' and 'me', which would enable them to move away from other online products that offered fast money or irresponsible lending. The brandmark, colours, icons and illustration style have been developed in combination to set the brand apart from online competitors, but remain challenging to the big four banks. Designed in collaboration at Milo&Co.

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