Lippincott Unveils Latitude Brand Refresh Across APAC

Global brand consultancy Lippincott has completed a full brand identity refresh for Latitude, a consumer finance company operating across Australia and New Zealand, with the updated system announced in September 2025.

The engagement produced a new visual and verbal identity designed to support customer acquisition, engagement, and growth across Latitude's three core lending products: credit cards, personal loans, and auto loans.

New Identity Built Around Scalability and Audience Clarity

The refreshed brand evolves Latitude's existing brand philosophy, "Latitude makes it possible," into a modern system built for distributed marketing teams, including non-designers.

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Key design deliverables include a redesigned logo featuring three "possiballs" representing customer possibilities, embedded "L" heritage references, and an uppercase logotype. Lippincott also developed a custom proprietary typeface, Latitude Sans, with rounded numeral terminals that echo the overall visual system. The brand retains Latitude's established blue anchor color, now paired with a simplified tonal palette and gradients.

Graham Harvey, Senior Partner at Lippincott, described the outcome: "The new brand serves to translate that foundation into a clear, modern identity built to scale. The result is a distinctive, flexible system while making the brand feel more accessible to the brand's core target audience."

The system targets "Middle Australia and New Zealand," a defined audience of borrowers who prioritize transparency, control, and clear communication. Modular components, digital UI options, and photography guidelines support consistent brand application as the business expands.

Bob Belan, CEO of Latitude, linked the investment directly to business growth: "As we continue to grow across Australia and New Zealand, it's critical that our brand shows up with greater clarity and consistency. This evolution gives us a more modern, flexible approach that helps us connect more effectively with everyday customers."

Established Finance Players Respond to Digital-First Competition

The Latitude engagement reflects a broader pattern in APAC consumer finance, where established players are investing in enterprise-grade brand systems to compete with digital-first challengers raising customer experience expectations.

Latitude's post-2023 operational streamlining preceded this rebrand, following a deliberate sequence common among mid-market financial services firms in the region: rationalize operations first, then invest in brand infrastructure to support the next growth phase.

Lippincott's 2025 Go-To Brands research identified BNPL (installment payments at checkout) platform Affirm as a momentum brand driven by frictionless customer experience, underscoring that in consumer finance, brand and experience are increasingly inseparable competitive factors.

The challenge of maintaining brand consistency across distributed teams with varying design expertise is a recognized pressure point for fast-growing fintech organizations. The Latitude solution, a modular toolkit engineered for non-designer use, is becoming a standard deliverable expectation for enterprise brand engagements across the region.

Lippincott's Regional Footprint Supports APAC Finance Clients

Lippincott operates dedicated APAC offices in Singapore and Hong Kong, with the Hong Kong office established in 2005. The firm operates as part of Oliver Wyman Group, combining management consulting with brand design across finance, technology, and consumer sectors.

The firm's stated capabilities include brand transformation at M&A, spin-off, and market entry inflection points, services directly relevant to APAC's ongoing fintech consolidation cycle. The Latitude engagement demonstrates how that capability translates into a consumer finance context, connecting brand investment to measurable acquisition and retention outcomes.

No timeline for further regional rollout was announced.