lendi is a new tool for financial advisors, currently operating in Poland as part of Morizon Group (previously FinPack). I got approached by lendi team to help them with their branding and marketing materials, as well as their website, and to kickstart the brand new visual language they're going to use across platforms.
The project work included creating corporate identity, website design, and basic interface elements.
lendi wanted to be recognized as young, fresh brand with new ideas in a stagnated market while maintaining solid and trustworthy appearance. After a couple of iterations, we landed on the cyan/navy as the brand colors, with mint green and grayscale as supporting colors.
First, there was a lot of sketches. I spent pretty much good part of the day just sketching out all the ideas and connections in my notebook. I scanned a small part of that and you can see that below.
After the initial sketching, I presented three variants of the symbol and typography that I would like to move forward with.
After a while, we've decided to do away with the smile symbol altogether in favor of text-only logo and potentially using the smile symbol as an additional illustration artifact in marketing materials.
Illustration style follows the brand guidelines, being minimalistic, sticking only to basic brand colors and two line widths.