Minchin Moore

Harmonic brand agency - Minchin Moore branding - sign

The challenge

Minchin Moore are an independent private wealth advisory firm with offices in Mosman, Walcha and Orange. They help successful people make sensible, well thought out decisions about their money.

Harmonica were approached to rebrand Minchin Moore with the vision of becoming Australia’s preeminent, modern financial services firm.

Harmonic brand agency - Minchin Moore branding - animation
Harmonic brand agency - Minchin Moore branding - leaf

The strategy

Looking at trees as a metaphor for growth and security, we were drawn to the interconnected veins found on leaves and how these could represent collaboration and partnership. Using these veins as the basis of the identity, we created an elegant marque based around two interconnected M’s. We also developed a secondary leaf marque and a repeating pattern that mimics the leaf vein structure.

With the affluent target market in mind, we rolled out the new brand across stationery, client documentation, signage and web.

Harmonic brand agency - Minchin Moore branding - stationery
Harmonic brand agency - Minchin Moore branding - cards
Harmonic brand agency - Minchin Moore branding - pattern
Harmonic brand agency - Minchin Moore branding - publication
Harmonic brand agency - Minchin Moore branding - staff
Harmonic brand agency - Minchin Moore branding - door
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Harmonica took the time to comprehensively understand our business, our current and aspirational place in our industry. They created a face for our business that truly reflects our brand’s purpose. Harmonica are consummate experts in their field and I wouldn’t hesitate to recommend them for all businesses, no matter big or small.

Mark Minchin

Managing Partner, Minchin Moore

harmonica-web-design-minchin-moore-website

Services: Brand identity, brand strategy, stationery, print design, signage, web design, print advertising, art direction (photography), motion graphics

 

Portrait photography: Alex McGregor
Motion: The Edit Suite