About M36
M36 is a value proposition by Union Bank hinged on solving the need for personalized online investment services. This platform is designed to conveniently assist individuals in growing, managing and preserving their wealth through the provision of personalized digital concierge services, exclusive club(s)/rewards, investment products, to help HNIs and UHNIs meet their financial goals.
The Task
To brand Union Bank's investment app from naming to brand strategy, develop a bespoke and compelling brand and launch for M36, and create always-on digital content to drive sustained engagement across platforms.
Creative Idea
M36 was positioned as a trusted digital concierge designed for a new class of affluent individuals who value discretion, access, and intelligent wealth management. The idea focused on simplicity, exclusivity, and confidence, presenting M36 as a seamless gateway to premium financial services tailored to individual lifestyles.
Logo Concept
The M36 logo was designed to reflect precision, structure, and balance. The form draws inspiration from growth, stability, and continuity, reinforcing the idea of long term wealth preservation and intelligent financial planning.
Logo colour exploration
The colour palette was carefully selected to communicate wealth, trust, and exclusivity. Deep, refined tones were used to signal premium value while maintaining a modern and digital forward feel.
Logo pattern
The logo pattern extends the identity by creating a flexible visual system that can be applied across digital and physical touchpoints. It reinforces brand recognition while adding visual depth and consistency.
Final Logo
The final M36 logo represents clarity, confidence, and refined sophistication. It is designed to perform seamlessly across digital interfaces, print applications, and motion assets.
Brand Extensions
The M36 identity was extended across cards, promotional materials, and lifestyle assets to create a cohesive and premium brand experience. Each application reinforces exclusivity, quality, and attention to detail.
