United Us

One Family

Hero image for this case study.
Building a new brand for a £8 billion financial services company.

OneFamily was a business that had gone through huge change. Owned by its customers and with no third-party shareholders, the business was created by the merger of Family Investments and Engage Mutual in 2015, bringing together joint heritage of some 80 years in financial services. OneFamily knew what its mission was; to offer financial solutions that were focused on the challenges that families are facing today. But its existing brand and visual identity didn’t reflect its new target audiences and business plans. Like many businesses that have made the complex operational, financial and cultural journey to merge two large institutions, it required a brand that matched its new ambitions. The OneFamily brand was introduced at the point of the merger, however as the business had evolved, it needed to make its branding work harder to stand out in the crowded financial services marketplace. It was time for a change.

Deliverables: Brand strategy/Photography/Print collateral/Copywriting/Visual identity/Tone of voice/Web development/Marketing/Film/
Sector: Financial services
Location: UK wide
Partners: RocketMill (Web)McCann Bristol (Activation)APS (Print implementation)/ Other Finger Films/ Layer 1 Retouching


We knew OneFamily was a different kind of financial institution from the moment we stepped through the doors. Rather than the typical wall of grey and blue suits, the OneFamily staff could easily be mistaken for working at a creative-technology enterprise – demonstrating a spectrum of fashion, diversity and youthful energy that can only be found in Brighton. Over the course of four months, we workshopped, interviewed, researched, questioned and analysed the business to discover what it was that united its nearly 600 strong workforce.


For too long the financial services industry has claimed finance is personal - creating a damaging taboo around talking about money; but finance never really is just personal. OneFamily sees through the mirage to the impact our financial choices have, and what truly motivates us to save, invest and spend. Its brand needed to bring this attitude to the forefront.


To empower modern families throughout their financial lives.

Throughout our research, the theme that kept cropping up was intergenerational finance and how OneFamily is trying to create the products that families of today really need. Gone are the days when finance was personal; for many of us the reality is that we buy houses with our partners, or with help from our parents and grandparents. When we save, we’re saving for our children, and for our parents. OneFamily’s brand identity revolves around this attitude; viewing your own finances as intrinsically linked to the people in your life you call family. They stand for modern family finance, for all of us.


Example imagery for this project Example imagery for this project Example imagery for this project Example imagery for this project Example imagery for this project Example imagery for this project Example imagery for this project
Example imagery for this project


"The UnitedUs team took the time to understand us and really get to the heart of what is important to not only us as a company, but to our customers too. Our new brand reflects our belief that finance is no longer personal but about families working together to meet the demands of modern life."

Tracey Hasting, Head of Brand & Customer Strategy