Creating a new brand and design system for Sweden's biggest loan comparison service
Creating a brand, especially for larger organisations, requires lots of listening in on different departments. What does the client want to say? What is its target audience? How will the brand play in various marketing material?
Lendo is a Swedish financial technology (fintech) company that provides a digital marketplace for personal loans. The company was founded in 2007 and has since expanded to operations in several European countries. Lendo's core business is to connect consumers who are in need of personal loans with a network of lenders. Using their online platform, customers can easily compare loan offers from different lenders and choose the one that best suits their needs. Lendo aims to simplify the loan process for consumers, making it faster, more transparent and cost-effective.
The project started with Lendo needing additional frontend support, which then grew in scope to also feature UX/UI Design. When it was time to design a new brand and design system, both agencies and in-house designers got to pitch their ideas. In the end, Lendo went with my design, featuring playful colors and a friendly timeless logotype.
The new "speech bubble" symbol and its bars inside stands for comparison, which is Lendo's core business.
Another part of the project was to design their new web in accordance with the new brand. Interviews and other forms of research was made before landing in a final design.
Even though desktop isn't the primary device of Lendo's users, we still needed to make sure users got all the relevant information as early on as possible in their user journey.
In the project's final stages, I also got to build a scalable design system for all of Lendo's products. This was done together with a team of frontend developers, who put it all together in Storybook. This cooperation between UX and development led to a better understanding from both parties about how the components should and could be used; a valuable lesson for all companies.