Amicus employees in the London office

Amicus Finance Plc

Creating the foundation for growth and diversification

New identity enables specialist lender to extend its proposition and surpass £1bn lending target a year ahead of plan.

The challenge

To create a brand that would build on an existing reputation for a high-touch, people-based approach, and enable the business to broaden its proposition into other specialist lending markets.

The insight

Working closely with the senior team we uncovered a company that prides itself on its relationship-led approach, integrity and entrepreneurial spirit – a company that can be relied upon to provide quick, reliable decisions and find innovative solutions. We distilled this into a simple promise; ‘Dependable & Creative.’

Amicus, meaning “friend” in Latin, suggests trust, honesty, integrity, and fair dealing. It’s also a reflection of the collaborative, approachable way in which Amicus do business.

The identity is built around two key assets. The robustly constructed ‘A’ marque denotes dependability, with a subtle visual reference to a heritage in bridging finance. The vibrant and flexible colour palette expresses the brand’s creative approach.

Amicus stationary
Amicus business cards

Capital had a great reputation and strong relationships across the short term lending market. The rebrand to Amicus allowed us to build on this and start to broaden our proposition into other areas of lending.

John Jenkins CEO – Amicus

Impact

Amicus has grown to offer asset finance, invoice discounting and long-term commercial mortgages, exceeding its £1bn lending target in 2016, a year ahead of plan. The identity work was nominated for Best Rebrand in the Money Marketing Financial Services Awards 2015.

We have seen fantastic growth since the re-brand… It gave us the flexibility to build on our proposition and deliver the same customer focus and adaptability into other specialist lending markets.

Keith Aldridge Managing Director – Amicus
Amicus business cards