The mainstream finance and fintech industry has a fairly bad rep but Uberima were adamant that things could be different and that they could bring about change in a consumer economy increasingly focused on purpose.

We had to create something that could garner trust in the most sterile of brand contexts and an increasingly demanding consumer base. We also needed a process that directed us away from classification and stereotype in a sector where literal names often restrict brand scope and longevity. To emphasise our unique approach, we needed something that sounded different. Individual. Human. Step forward, Auden.