Crafting a Distinct Digital Brand Identity for a Pioneering Fintech Solution: Origin8

Background

CIVIC Financial had developed a robust software solution designed to streamline private-money mortgage origination. However, its close association with the parent brand created conflicts with other resellers of CIVIC’s loan products, limiting its potential as an independent solution. La Visual was tasked with transforming this software from a feature of CIVIC into a distinct, standalone brand called Origin8, targeting private-money lenders across the industry.

Challenge

The main challenge was to craft a modern, high-tech brand identity for Origin8 that distinctly separated it from CIVIC, while maintaining the high standards of customer experience that both companies were known for. Given that CIVIC was both the creator and a user of the software, creating an independent identity was complex. Furthermore, our market research uncovered unexpected competition, making it essential to establish clear, unique positioning for Origin8 in the marketplace.

Approach

We employed a comprehensive, strategic approach to brand architecture and product positioning. Our process involved:

1. Brand Strategy & Market Positioning: We began by conducting in-depth market research to understand the competitive landscape and identify opportunities to differentiate Origin8. This guided us in building a new brand identity that captured the software’s innovative essence while distinctly separating it from CIVIC.
2. Visual Identity Development: Our design team worked on creating a sleek, tech-forward visual identity for Origin8. The branding emphasized clean lines, modern typography, and a futuristic color palette to evoke high-tech sophistication and reliability.
3. Brand-Product Alignment: We developed a cohesive strategy that ensured seamless integration between the Origin8 brand and product experience, positioning it as a best-in-class solution for private lenders, while maintaining CIVIC’s reputation for excellence.

Solution

The result was a distinct and modern brand identity for Origin8, crafted to establish its independent presence in the market. We designed a sleek new logo, brand colors, and a visual system that conveyed high-tech sophistication, setting it apart from the parent brand. Our branding efforts allowed Origin8 to stand as a robust, stand-alone product, appealing to private lenders beyond CIVIC’s ecosystem, and addressing broader market needs. Through strategic messaging, we positioned Origin8 as an innovative, user-friendly platform for private-money lending, underscoring its advantages over competitors.

Key Takeaways

This project underscored the critical importance of brand architecture and the need for a symbiotic relationship between product and brand. By developing a unique brand identity for Origin8, we successfully separated it from CIVIC, allowing both entities to thrive independently without conflicting interests. Our work highlighted how design and branding, when strategically aligned, can transform a product’s market perception, enabling it to reach new audiences. Ultimately, the Origin8 case study demonstrates our belief that design is more than aesthetic—it is a strategic tool that drives business success and shapes industry narratives.