Fignum - Brand naming

How did we creating a pioneering new name for the future of fintech?

Fignum - Branding by Peek Creative Limited - Portfolio Colourway

In Brief


Bluestone Group


Brand strategy, Brand positioning, Brand naming, Brand design, Brand guidelines, Website, Literature, Marketing consultancy


Bluestone approached Peek for help with creating a new brand name and brand identity for their ground-breaking fintech services business. They wanted a name that would capture the essence of their new brand.


About this project

Bluestone Group is a fast-growing financial services and technology business founded in 2000, with offices in the UK and Ireland. The Group operates specialist motor finance lending and credit management businesses.

The multi-award-winning brand portfolio that comprises Bluestone Group continues to grow in scale and reputation, led by its fresh, non-traditional approach and thinking and its culture and values focused on creating good outcomes for every customer.

They approached Peek for help with creating a new brand name and brand identity for their ground-breaking fintech services business. They wanted a name that would capture the essence of their new brand.

The challenge was to develop a name that would accurately reflect the values and mission of the company while standing out in a crowded marketplace. Peek used their years of brand naming experience to develop an impactful solution. After several weeks of research, brainstorming, ideation and testing, we presented them with five potential names.

After thorough consideration of all five options, and their rationales, Bluestone chose Fignum as the perfect fit for their new brand identity. The unique combination of ‘fig’ (a contraction of ‘figure’) and ‘num’ (a phonetic representation of ‘numbers’) reflects the company's focus on financial services while also suggesting a playfulness that fits with its modern brand ethos.

Using visuals to bring Fignum to life, Peek created a unique logo and complete corporate identity package for Bluestone Group. The vibrant colours and striking geometric shapes were designed to evoke energy and action, as well as give the brand its own unique feel in a crowded marketplace.

The result is an exciting visual identity that perfectly encapsulates Fignum’s mission: providing innovative financial solutions powered by people-centred values. We are proud of our work with Bluestone Group, helping them create a new brand name and brand identity that will help them stand out from their competitors.

Fignum is a powerful new brand name that truly reflects the core mission and values of Bluestone Group. It has already been adopted across the organisation’s various products, sub brands, services and marketing materials, giving it a strong presence in the marketplace.

Bluestone launched Fignum, describing it as "our ground-breaking fintech services business," in 2020.
“You made something incredibly difficult [brand naming] look easy.”
Alistair Jeffery, Chairman, Bluestone Group
Fignum - Stationery design and print work - By Peek Creative Limited

The result

‘It has been a pleasure working with Peek Creative which has resulted in a highly successful outcome for us.

Our project involved the naming of the brand and both the identity and a visual brand design of our Cambridge based FinTech company, now known as Fignum!

We worked directly with Steve Creamer, managing director of Peek who was a consummate professional throughout the engagement, keeping the project on an even keel without siffling creative input from all stakeholders. One aspect we particularly liked was the rigorous approach to brand evolution through multiple and varied design routes. This was maintained at each iteration of the design process and helped us avoid a set of choices no-one liked.

We felt in control of the project throughout and ultimately were very “bought in” to the final identity and typography.

Having been through much less successful engagements with other similar agencies before, I would highly recommend choosing Peek as a naming and design partner’
Alan Kelly, Group CTO, Bluestone Group
New brand name and URL secured
Brand identity implemented
Tight delivery timeframe achieved

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