As a company within a complex business, the consultancy firm saw itself as a rebel with a cause. Being the opposite of the stereotypical consultant, instead focused on being personal, friendly and hands-on. By dedicating their professional lives to the world of AML, they weren't just carving out a niche; they were also laying the groundwork for a brand built on their expertise. While others may dabble in AML, they dive deep, ensuring their clients are not just compliant today but fortified against financial wrongdoing for years to come.

With AML as the sole focus, the brand name could reflect this dedication. Honest money, or as the design narrative says, "Transparent Transactions", emerged as the North Star guiding their brand identity, starting with the name itself. Frank Penny is a twist on the typical "Surname & Surname" convention while also signifying "honest money" with a wink and a nod. It's not just a name; it's a manifesto for financial righteousness.

With the new name stamped in the books, a visual concept emerged from the narrative. Simplified coins in blurred motion represent the transparent transactions that Frank Penny ambitiously works for. The colour palette refers to the traditional colours of coins, with gold, silver and copper as the primary branding colours. But Frank Penny isn't just about serious business; they've got a playful side too. Through the imagery and personal touches, they reveal not just what they do but also who they are – the kind of consultants who bring a bit of flair to the financial world.