Anyone who has run a strong case against a well-funded opponent knows the money can decide it before the merits do. New North’s founders, seasoned litigators, had watched good cases abandoned for exactly that reason, because the funding system favoured only the largest disputes. Mid-market claims, typically under £30m, were falling through the gap, and the funders who might have backed them were slow, opaque and hard to reach.
They set out to build a lawyer-led funder that would stand apart through clarity, fairness and speed, and they needed a brand that spoke directly to litigators and claimants with those values at its core.
We started with strategy, working with New North to articulate its positioning: a lawyer-led funder offering decisions in days, not months, with fair, transparent economics. The brand had to hold two kinds of credibility at once, financial expertise and legal standing, and still feel human, confident and sharply professional.
That positioning became the New North Standard, a manifesto built on cutting the faff, funding on merit and letting litigators lead. The name does the same work, signalling a new standard in litigation funding that is principled, directional and forward-moving. The tone of voice followed: calm, clear and quietly confident, reassuring for lawyers and direct and transparent for claimants.
The logo sets a red-tipped, north-facing compass needle inside the N, a mark for clarity, direction and principled action. Around it, magnetic lines and longitude and latitude grids form a visual language that carries across every piece of collateral. The palette of Deep Blue, Deep Red and Charcoal/Silver was chosen for trust, conviction and precision, tying New North to the credibility of Capital Law while giving it an independent voice.
Typography centres on Articulat CF, modern, confident and legible, with Aptos as the Microsoft Office fallback. Illustration and iconography follow a minimal, geometric style that pairs human warmth with strategic clarity, from posters and billboards to pitch decks and the website.
New North has already drawn attention in the market as a litigator-first partner, backing the mid-market claims under £30m that traditional players ignore. It launched with a £50m fund behind it, and it aims to give an indicative view within 72 hours and a term sheet within 14 days. The brand makes that promise feel credible, positioning New North as a true partner for lawyers and claimants who believe justice should be decided on merit, not money.
Outfly, a London brand, marketing and product agency, developed New North’s brand strategy and visual identity in 2025.
Brand strategy and positioning, the New North Standard manifesto, tone of voice, and a visual identity spanning logo, colour, typography, illustration and iconography, carried into digital and marketing communications.
It places a red-tipped, north-facing compass needle inside the N, symbolising clarity, direction and principled action.
New North is a lawyer-led funder for mid-market claims, typically under £30m. It launched with a £50m fund and aims to give an indicative view within 72 hours and a term sheet within 14 days.
