Clota Varde

Distinctive brand strategy and creative design for Social Impact Financial Services business

Project Overview

Clota Varde is an innovative financial business that specialises in mobilising investment into companies and projects that demonstrate a highly positive environmental or social impact. The Clota Varde Name has a distinctive origin story. ‘Clota’ references the Goddess of the River Clyde in Glasgow; and “Vȁrde’ is Swedish for adding or creating value. These words have strong significance to two of the Business Founders: Scottish-born entrepreneur Fraser Hamilton and Swedish City-based financial services specialist Alexandra Martinez.





Services Provided


Identity design

Brand manual




Business Objectives

The project brief was to create a distinctive new brand for this specialist financial business with a social impact focus. They had already decided on the business name and our role was to create an equally compelling and intriguing brand. They wanted to appeal to both sides of the finance deal: those sourcing funds and the investors providing the funding. Both groups should want to engage and have pride in the relationship – this is not just a commercial transaction.

"Luna were selected from a pitch review to work with Jensen Hughes for this Mergers & Acquisition project. The primary goal was to seamlessly integrate their UK+Ireland acquisitions into the corporate brand. They were acutely aware that the process if handled badly could impact the local businesses negatively. The brief was not only to ensure that clients viewed the change as well managed, but that the rebranding kept the internal team fully informed and committed."

Bonnie Shepherd

Senior VP Marketing, Jenson Hughes

What Did We Do?

Following a detailed Discovery phase we developed a set of brand concepts that allowed a strategy session with the client to decide the best route for their brand.

Having created the new brand for Clota Varde we produced a comprehensive Brand Manual covering the brand story, vision, core brand values, purpose & character, positioning, plus detailed identity elements (including logo usage , colour specifications, brand style , tone of voice and language.)

The brand was applied to business card, letterhead and LinkedIn page designs.

Deliverables Achieved

This new brand was launched in 2021. Our role is to ensure that it is distinctive and impactful to support the market entry. Client feedback on the market response is very positive. We have managed to reinforce the social impact focus and unusual name with a brand that asks to be noticed and questioned.

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What’s Possible For Your Brand?

We respond well to challenging briefs with multiple audiences. If you want to talk about creating a new B2B brand, please make contact for an initial chat to see if we can help you.

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