Fledgling peer to peer lending platform Lendable wanted a new name and brand identity. I kicked things off with workshops to establish their brand values and proposition. With these in place we had a framework to find the right name.
The logo needed to be fresh and approachable yet instill confidence in the consumer. The linked ascenders in the final mark helped imply the mutual reciprocity of the peer to peer model at the heart of business.
The vibrant orange ensured cut through whilst the tonal blues added tranquility and calm to the overall palette.