In today’s increasingly divided world where people are judged and even punished for where they come from, MAJORITY wanted to challenge assumptions and change how the world saw migrants. Because as a company of ambitious individuals from over 43 different nationalities, we knew firsthand how important it is to have different perspectives, learn from different cultures, and celebrate each other.

Inspired by the determination, courage, and ambition of migrants worldwide, we worked closely with Bold Scandinavia to create a brand identity that embodies what the world can be like with more migration, multicultural connections, and interconnectedness. 

Once we had the design system in place, we had to start bringing the brand to life through a tone of voice that would resonate with our users. We wanted to inspire, empower, and inform. When so much of the financial industry deals in jargon and lingo, we wanted to break through by being clear and concise at every touchpoint. We became the financial advisors that we ourselves wanted—someone friendly, on our side, and willing to explain everything so that we felt financially confident. That’s what we wanted to make for our users as well.