LoveGunn has unveiled a new brand for Muve, the innovative conveyancing company recognised in The Sunday Times 100 list of Britain’s fastest-growing private companies for two consecutive years (2023 and 2024). The rebrand reflects Muve’s ambitious growth, future-facing vision, and commitment to revolutionising the home-moving experience.
Rethinking Conveyancing for a New Era
In a sector traditionally associated with stress, delays, and legal complexity, Muve has carved out a bold new path. Their strategic vision: eliminate the confusion and delays of traditional conveyancing by creating a fast, clear, and human-focused experience that redefines moving home as a positive, empowering milestone.
Muve’s challenge was to shift public perception of legal services, from something cold and confusing to something helpful, fast, and future-facing. Skepticism around online legal providers, a preference for traditional solicitors, and the emotional weight of home-buying all created barriers to trust. The new brand needed to do more than look good, it had to change expectations.
A Strategy Rooted in Insight
LoveGunn began by immersing itself in Muve’s world – speaking with stakeholders across the UK and Sri Lanka, and conducting interviews with past and present customers. These conversations uncovered the emotional and practical pain points of the conveyancing process, and helped shape a brand strategy built on clarity, confidence, and credibility.
“Muve set out to change the way people think about conveyancing – and that meant building a brand that wasn’t just different, but different for a reason,” said Tom Love, Creative Director at LoveGunn. “It had to be bold enough to stand out in a sea of sameness, but grounded in real insight about what customers want: speed, transparency, and a human touch.
We leaned into the idea of momentum – the feeling that you’re moving forward with confidence – and built everything around that. The concept of ‘Mission Complete’ became our north star: a promise that Muve will help you successfully navigate one of life’s biggest decisions. Visually, we embraced a dynamic colour palette, purposeful typography, and a distinctive space-travel metaphor to signal progress, clarity, and elevation.
The tone of voice was just as important – we needed to feel approachable but authoritative, smart but never stuffy. Every detail, from iconography to microcopy, was designed to break with legal clichés and build trust through personality and precision.”
Mission Complete: A Brand Built for Momentum
The new identity reframes the process of buying a home as a bold step forward. With bold colour, confident typography, and a friendly, educational tone of voice, the brand system reinforces Muve’s commitment to rapid communication, customer empowerment, and delivering results.
“Clients don’t want to feel like they’ve fallen into a legal black hole,” added Love. “They want clarity, momentum, and a partner they can trust. The new brand delivers that – not just in how it looks, but in how it speaks and behaves.”
View the Full Case Study
https://www.lovegunn.co/work/muve
For further information contact chris@lovegunn.co
LoveGunn has unveiled a new brand for Muve, the innovative conveyancing company recognised in The Sunday Times 100 list of Britain’s fastest-growing private companies for two consecutive years (2023 and 2024). The rebrand reflects Muve’s ambitious growth, future-facing vision, and commitment to revolutionising the home-moving experience.
Rethinking Conveyancing for a New Era
In a sector traditionally associated with stress, delays, and legal complexity, Muve has carved out a bold new path. Their strategic vision: eliminate the confusion and delays of traditional conveyancing by creating a fast, clear, and human-focused experience that redefines moving home as a positive, empowering milestone.
Muve’s challenge was to shift public perception of legal services, from something cold and confusing to something helpful, fast, and future-facing. Skepticism around online legal providers, a preference for traditional solicitors, and the emotional weight of home-buying all created barriers to trust. The new brand needed to do more than look good, it had to change expectations.
A Strategy Rooted in Insight
LoveGunn began by immersing itself in Muve’s world – speaking with stakeholders across the UK and Sri Lanka, and conducting interviews with past and present customers. These conversations uncovered the emotional and practical pain points of the conveyancing process, and helped shape a brand strategy built on clarity, confidence, and credibility.
“Muve set out to change the way people think about conveyancing – and that meant building a brand that wasn’t just different, but different for a reason,” said Tom Love, Creative Director at LoveGunn. “It had to be bold enough to stand out in a sea of sameness, but grounded in real insight about what customers want: speed, transparency, and a human touch.
We leaned into the idea of momentum – the feeling that you’re moving forward with confidence – and built everything around that. The concept of ‘Mission Complete’ became our north star: a promise that Muve will help you successfully navigate one of life’s biggest decisions. Visually, we embraced a dynamic colour palette, purposeful typography, and a distinctive space-travel metaphor to signal progress, clarity, and elevation.
The tone of voice was just as important – we needed to feel approachable but authoritative, smart but never stuffy. Every detail, from iconography to microcopy, was designed to break with legal clichés and build trust through personality and precision.”
Mission Complete: A Brand Built for Momentum
The new identity reframes the process of buying a home as a bold step forward. With bold colour, confident typography, and a friendly, educational tone of voice, the brand system reinforces Muve’s commitment to rapid communication, customer empowerment, and delivering results.
“Clients don’t want to feel like they’ve fallen into a legal black hole,” added Love. “They want clarity, momentum, and a partner they can trust. The new brand delivers that – not just in how it looks, but in how it speaks and behaves.”
View the Full Case Study
https://www.lovegunn.co/work/muve
For further information contact chris@lovegunn.co
