Black Lab Finance

Founded by Jake Arden, Black Lab Finance built a reputation as a trusted local broker known for exceptional service and expertise across home loans, commercial lending, and asset finance. With a career shaped in private banking and accounting, Jake brought a level of knowledge rare in the mortgage industry — combining financial understanding with genuine care for his clients.

However, with how quickly the business was growing, Jake wanted an identity that reflected his long term vision for the business. One that balanced professional credibility with personality, and captured the warmth and trust clients already associated with Black Lab.

Our challenge was to enhance the brand’s visual perception without losing authenticity. The original identity lacked polish, which undersold Jake’s financial pedigree and the approachability, honesty, and local care factor that was at the heart of the business. We needed to define a brand that felt just as at home in the boardroom as it did around the BBQ.

Through a series of client interviews and brand workshops, we uncovered what truly makes Black Lab Finance stand out in the eyes of its customers: a local broker with big-bank expertise. This positioning was brought to life through the tagline: Expertise, by your side.

At the heart of the visual identity is Monty, Jake’s loyal black Labrador and the inspiration behind the name. As the brand’s icon, Monty represents trust, loyalty, and companionship, which grounds the brand in warmth and approachability while the design system brings clarity and confidence.

The bold wordmark, set in Utile Narrow and customised to enhance the balance between sharp flicks and rounded forms, brings a distinctive edge to the approachable identity. The Minted and Metal colour palette refreshes their previous look, introducing more contrast, vibrancy, and energy.

The brand rolled out seamlessly across digital touchpoints, marketing materials, and social media: from a clean, responsive website to personalised client gifts like custom beer cans and cartons dubbed The Full Monty. Each element celebrates the relationship-driven nature of the brand.