Built from geometry
The MQube mark is constructed around a hexagonal form, creating a simple, balanced symbol with a distinctive M at its centre.
MQube Brand & Identity
Giving next-generation mortgage technology an identity to match.
MQube was building sophisticated technology for a traditionally complex industry. We created a distinctive brand identity and flexible visual system designed to make that technology feel clear, confident and recognisable.
- Client
- MQube
- Role
- Brand strategy, identity, visual system, creative direction
- Year
- 2023–2024
01 - Context
Advanced technology. An identity that needed to catch up.
MQube had evolved. Its identity needed to evolve with it.
MQube had been developing automated mortgage technology since 2016. As the business and its technology matured, the existing identity no longer reflected the sophistication or ambition behind it. The opportunity was to create an identity that could represent what MQube had become and give the business a stronger, more distinctive presence across every touchpoint.
02 - Challenge
Make complex technology feel clear, confident and distinctive.
MQube operates in a category where technology can quickly become difficult to explain and even harder to differentiate. The brand needed to communicate sophistication without complexity — building credibility with lenders while creating a visual identity people could recognise and remember. It also needed to work everywhere: from corporate communications and marketing to events, digital experiences and product.
03 - Intervention
A system built from a simple idea: connection.
We developed a visual language around geometry, connection and growth. The MQube mark provided the foundation, with circles, intersecting forms and organic shapes creating a distinctive graphic language around it.
We created a flexible system designed to adapt and evolve while keeping the brand recognisably MQube.
A language of connection
Overlapping circles create the petal forms and patterns that became a recognisable part of the MQube visual language.
Designed as a system
Colour, typography, layout and graphic elements were designed to work together — creating consistency across every expression of the brand.
04 - Evidence
One identity. Many expressions.
From its core identity to the systems and applications built around it.
05 - Outcome
A brand built to grow with the business.
Distinctive enough to be recognised. Flexible enough to keep evolving.
The new identity gave MQube a consistent and recognisable presence across brand, marketing, digital and product, with a system that could grow alongside the business.
Behind the work