Latitude - FutureBrand


A new financial services brand in partnership with Private Equity

When GE Capital sold its consumer financial services business to a private equity consortium (KKR, Varde Partners, Deutsche Bank), the new owners needed a new brand to drive growth and a strong commercial return across a mixed portfolio comprising B2C customers, B2B partners and employees across multiple brands.


The challenge was to formulate a brand architecture, strategy, visual and verbal identity (including a new name) to transform the business and its category on both sides of the Tasman.


Latitude celebrates the pivotal starting point of a customer’s journey towards realising and meeting their strongest financial future – what we call ‘powering potential’. Visualising these journeys in simple yet dynamic ways using visual language of dots and lines, we built a flexible creative platform enabling the brand to support and share its countless customer stories in a clear, consistent and compelling manner.


Our experience and expertise in financial services ensured we were perfectly positioned to help the business create a commercially savvy future brand.

“We’d like to congratulate FutureBrand, who worked with us on a very successful rebrand to Latitude. The basis of the rebrand was all about emphasising the commitment and focus that we have on our customers, our staff and our communities. The rebrand signalled a better way – something we continue to strive for every day.”

Anthony Spargo, Head of Communications and Corporate Affairs
‎Latitude Financial Services