Unicorn, otherwise known as Unicorn Financial Solutions, recently underwent a thoughtful rebranding to reflect its core philosophy as a family wealth management office dedicated to offering ‘A Freehold Life For All’. As the company grew, there was a pressing need to streamline both the brand verbiage and visual identity to present the practice to be professional while staying true to their kampung spirit (a local concept referring to the close-knit, supportive community and camaraderie).
Paying homage to the original customised 馬, we tweaked the character to honour the unicorn’s horn. The logotype introduces a unique family, Roman Grotesque by @bureau_brut that mixes sans serif and serif — a representation of the cherished past and nodding towards the modern future. This typeface draws its inspiration from sans serif typefaces with structured design and serif typefaces with calligraphic heritage. It proposes a meeting between these two great typographic categories, neither quite a grotesque, nor a serif typeface, but more a serif grotesque.
Paying homage to the original customised 馬, we tweaked the character to honour the unicorn’s horn. The logotype introduces a unique family, Roman Grotesque by @bureau_brut that mixes sans serif and serif — a representation of the cherished past and nodding towards the modern future. This typeface draws its inspiration from sans serif typefaces with structured design and serif typefaces with calligraphic heritage. It proposes a meeting between these two great typographic categories, neither quite a grotesque, nor a serif typeface, but more a serif grotesque.
PT Serif and Fable Type’s Tenet also make up the type usage hierarchy.
A suite of colours was introduced to allow various touchpoints across their marketing, recruitment, and investment efforts to be consistent, intentional, and exuding gravitas. To top it off, we created a variety of icons, illustrations, and stickers to promote fun, engagement, and clarity in both internal and external communications, adding a layer of character and cohesion to the brand system. This cohesive visual language carries through to Unicorn’s website, guidebooks, and social media — ensuring a consistent and recognisable presence at every interaction.
Since the completion of the rebrand, the feedback has been phenomenal — with new and existing investors, colleagues, and friends all lauding the efforts and vision of the company. By aligning their image with their values, Unicorn now presents a clearer purpose: to guide families toward a freehold life of true financial independence with integrity, transparency, and unwavering support.
A suite of colours was introduced to allow various touchpoints across their marketing, recruitment, and investment efforts to be consistent, intentional, and exuding gravitas. To top it off, we created a variety of icons, illustrations, and stickers to promote fun, engagement, and clarity in both internal and external communications, adding a layer of character and cohesion to the brand system. This cohesive visual language carries through to Unicorn’s website, guidebooks, and social media — ensuring a consistent and recognisable presence at every interaction.
Since the completion of the rebrand, the feedback has been phenomenal — with new and existing investors, colleagues, and friends all lauding the efforts and vision of the company. By aligning their image with their values, Unicorn now presents a clearer purpose: to guide families toward a freehold life of true financial independence with integrity, transparency, and unwavering support.
