Finance Utopia

Creating corporate branding with a twist for a new B2B finance transformation consultancy brand

Brand Strategy / Brand Design / Photography / Illustration / Web Design & Development

Finance Utopia mobile and tablet website mockups
Finance Utopia logo

The Client

Finance Utopia is a B2B service company that provides thought leadership and consultancy services on finance transformation for finance teams of large organisations.

It is lead by Mark Cracknell who has worked in the finance industry for over 28 years combining accountancy and accountancy software expertise as well as insight into the internal dynamics of finance departments.

Finance Utopia business card design

The Brief

We were approached by Mark to help develop a brand strategy, to create a brand identity and to develop a bespoke website to launch his new business, Finance Utopia.

When targeting finance teams of large organisations, who are seldom proactive when implementing technology changes, the key challenge is to reach key decision makers with engaging content that communicates the benefits of effective use of technology to automate processes.

Finance Utopia mobile website mockups
Finance Utopia latop mockups
Finance Utopia tablet website mockups


We conducted a Brand Strategy Workshop with Mark where we identified Finance Utopia’s target audience and the key trigger points that will prompt them to look for Finance Transformation Consultancy services.

We helped identify Finance Utopia’s purpose, unique selling proposition (USP), brand personality and values which also lead to the creation of a marketing strategy designed to reach the target audience, to build a network with potential partners and suppliers and to establish Mark as a thought leader within the industry.

Finance Utopia E-book design
Finance Utopia website table

Brand Design

We created a clean, flexible brand identity for Finance Utopia that combines corporate minimalism with a casual character.

The brand identity elements are based on a 3D optic to illustrate the added dimension financial transformation brings to finance teams. We’ve designed a logo marque that combines the initials of the company name and worked with stylised graphs to highlight elements of the industry.

Throughout the website as well as digital and print communication assets we’ve worked with a set of bespoke simplistic icons to illustrate the brand’s services and core industry processes.

Finance Utopia mobile website mockups showing vertical slideshow
Finance Utopia website table

Web Development

The bespoke WordPress website is based on a flexible modular design which we have implemented by creating our own custom content blocks as well as core WordPress Gutenberg blocks.

Working with the content blocks allows our clients the flexibility to create new pages and posts that maintain brand consistency.

Finance Utopia Brand Guidelines

It was a pleasure working with Angie and Franzi on developing the brand for my new business. Time was taken to understand the business and what I was trying to achieve. The result – a great brand identity and website that does what I wanted it to do. I would recommend Studio Brand-Up to others looking to go beyond just creating a website into developing a brand.

Mark Cracknell, Finance Utopia