Building a brand - Montgomery Maxwell



The requirements

Montgomery Maxwell is a start-up business providing mortgage advice and life insurance. Understanding the importance of a strong and consistent brand identity, they enlisted the services of Notorious Online, a renowned digital marketing agency, to develop their brand logo, guidelines, letterheads, email signatures, and marketing peripherals.

As a newly established business, Montgomery Maxwell had no existing brand identity. This provided a blank canvas for Notorious Online to craft a brand identity from the ground up, aligning perfectly with Montgomery Maxwell’s business ethos and target market.



The key objective was to create a cohesive and professional brand identity that encapsulates trust, expertise, and sophistication, qualities Montgomery Maxwell wanted to portray to its target audience.

Research &  Analysis

The process commenced with a comprehensive research and analysis phase to deeply understand Montgomery Maxwell’s business model, target audience, competitors, and industry trends. This helped tailor the brand elements to reflect the values and expectations of his target market.


The strategy involved developing a distinct and memorable brand identity that instils trust and resonates with the target audience. This included the creation of a brand logo, brand guidelines, letterheads, email signatures, and marketing peripherals that enhance the user experience.

Brand Creation

Concept Development Brainstorming sessions were conducted to develop concepts for the brand identity that reflected Montgomery Maxwell’s ethos of trust, expertise, and bespoke service. Multiple concepts were explored, refined, and then narrowed down to a select few for further development.

Visual Identity 

The selected concept was translated into a visual identity, starting with creating the logo. The logo was designed to be timeless, memorable, and reflective of Montgomery Maxwell’s values. Next, a color palette and typography were selected to complement the logo and convey sophistication and professionalism.

Brand Guidelines

Brand guidelines were developed to ensure consistent application of the brand elements across all touch points. These guidelines included detailed specifications for the logo, colour palette, typography, letterheads, email signatures, and marketing peripherals.

Marketing Peripherals

Consistent with the brand identity, letterheads and email signatures were designed to maintain a cohesive and professional appearance across all communications. Additionally, marketing peripherals such as business cards, brochures, and promotional materials were designed to enhance the user experience and reinforce the brand identity.


Montgomery Maxwell and its target audience well-received the newly created brand identity. The cohesive and professional appearance across all touchpoints helped to instil trust and position Montgomery Maxwell as a credible and reputable provider of bespoke financial services. The consistency in the branding elements, from the logo to the marketing peripherals, contributed to a solid and memorable brand identity.

Business Success

The collaboration between Notorious Online and Montgomery Maxwell resulted in a successful brand identity that achieved the objectives. Notorious Online demonstrated its expertise in crafting a cohesive and professional brand identity that accurately represented Montgomery Maxwell’s values and resonated with its target audience. This case study highlights the importance of a well-thought-out and consistent brand identity in establishing trust and credibility with the target audience.


What the client had to say

Max Tailby


Montgomery Maxwell mortgage services