Branding of online loan service Monto
The client wanted to develop an online lending service, but he still needed to choose the company’s name at that moment. The main task was to increase retention and LTV rates to make sure the website customers would be coming back again and again.
We recommended contacting our partner to find the company’s meaning. They’ve analyzed competitors to separate companies from them both in color scheme and communication to highlight the bright design and semantic content.
For example, they revealed that none of the companies had been using yellow color in communication. The other fact was that loan services were primitively selling their services with phrases like “lend money for the beer and be happy” but not focusing on service, attention, and care. And then Monto appeared — a friend who’s always there for you.
When a communicative platform was ready, we began to work with branding. Of all variants, we have chosen bonds of connection. The idea of the logo claims that everyone’s looking for someone to trust. And when you find the one who helps, it turns out to be Monto. The concept of friendship is determined by a symbol similar to a horseshoe. We have worked on various options: geometric, minimalist, old-school, and abstract forms. As a result, we have chosen a semicircle as a client’s connection with other people.
Branding just begins after the logo approval. Visualizing the brand interaction with the audience via any media channels was essential. How the client plans to present himself online, how he wants to advertise services and communicate with clients: banner network, subway advertising, online ads, flyers, etc.
We defined the client’s strategy, compiled a list of carriers, and created a design code. The client can always change the advertising covers, but the brand’s visual identification remains unchanged. Under any conditions, you know you see the Monto sign, not another lending service.
As a bonus, we have created several motion animations for the client’s convenience. They make it easy to understand how the logo interacts with the environment.
We have finished working on branding and started designing the lending service interfaces. But that’s another story…
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