New North – Case Study – Outfly
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New North

Brand identity and strategy for a litigation funder redefining fairness, speed and clarity in the mid-market.

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New North needed to stand apart from slow, opaque funders by offering clarity, fairness and speed to litigators and claimants.

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The name reflects a new standard in litigation funding: principled, directional, and forward-moving.

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The logo uses a red-tipped compass point within the “N” — symbolising clarity, direction and principled action.

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The brand has already attracted attention in the market by positioning itself as a litigator-first partner, filling the £0.5m–£20m funding gap ignored by traditional players.

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New North needed to stand apart from slow, opaque funders by offering clarity, fairness and speed to litigators and claimants.

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The name reflects a new standard in litigation funding: principled, directional, and forward-moving.

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The logo uses a red-tipped compass point within the “N” — symbolising clarity, direction and principled action.

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The brand has already attracted attention in the market by positioning itself as a litigator-first partner, filling the £0.5m–£20m funding gap ignored by traditional players.

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New North When we met them, New North was born from frustration with the status quo. The founders — seasoned litigators — saw how strong cases were being abandoned, not because of merit, but because of a funding system biased toward only the largest disputes. They wanted a brand that spoke directly to litigators and claimants, with fairness, speed and principle at its core. Starting with strategy, Outfly worked with New North to articulate its positioning: a lawyer-led funder offering decisions in days, not months, with transparent economics and capped returns. We needed to capture the duality of financial expertise and legal credibility, ensuring the brand felt human, confident and sharply professional. We developed the New North Standard as the manifesto: cutting the faff, funding on merit, and letting litigators lead. The tone of voice was defined as calm, clear, and quietly confident — reassuring to lawyers like Alex, while direct and transparent for claimants like David. Design followed this strategy. The logo combines a north-facing compass needle within the “N”, with a system of magnetic lines and longitude/latitude grids used as a visual language across collateral. The colour palette — Deep Blue, Deep Red, and Charcoal/Silver — was chosen for trust, conviction and precision, tying New North to the credibility of Capital Law while creating an independent voice. Typography centred on Articulat CF: modern, confident, and legible, with Aptos as a Microsoft Office fallback. Illustration and iconography were developed in a minimal, geometric style, combining human warmth with strategic clarity. From posters to pitch decks, the identity reflects New North’s ethos: decisive, fair, and litigator-first. Already, the brand has positioned itself as a distinct player in litigation funding — not just another financial machine, but a true partner for lawyers and claimants who believe justice should be based on merit, not money.
client New North
Type B2B
year 2025
 
New North When we met them, New North was born from frustration with the status quo. The founders — seasoned litigators — saw how strong cases were being abandoned, not because of merit, but because of a funding system biased toward only the largest disputes. They wanted a brand that spoke directly to litigators and claimants, with fairness, speed and principle at its core. Starting with strategy, Outfly worked with New North to articulate its positioning: a lawyer-led funder offering decisions in days, not months, with transparent economics and capped returns. We needed to capture the duality of financial expertise and legal credibility, ensuring the brand felt human, confident and sharply professional. We developed the New North Standard as the manifesto: cutting the faff, funding on merit, and letting litigators lead. The tone of voice was defined as calm, clear, and quietly confident — reassuring to lawyers like Alex, while direct and transparent for claimants like David. Design followed this strategy. The logo combines a north-facing compass needle within the “N”, with a system of magnetic lines and longitude/latitude grids used as a visual language across collateral. The colour palette — Deep Blue, Deep Red, and Charcoal/Silver — was chosen for trust, conviction and precision, tying New North to the credibility of Capital Law while creating an independent voice. Typography centred on Articulat CF: modern, confident, and legible, with Aptos as a Microsoft Office fallback. Illustration and iconography were developed in a minimal, geometric style, combining human warmth with strategic clarity. From posters to pitch decks, the identity reflects New North’s ethos: decisive, fair, and litigator-first. Already, the brand has positioned itself as a distinct player in litigation funding — not just another financial machine, but a true partner for lawyers and claimants who believe justice should be based on merit, not money.
client New North
Type B2B
year 2025

You’re next.

Sorry — in hindsight, that sounds a bit menacing. Maybe you’re into that.

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