With solid and consistent growth over several years, banjo loans asked us to reset their brand positioning, identity and digital experience to set them up for the next phase of their growth.
We started with category research, interviews, and internal workshops to gain insights into what makes Banjo Loans unique and potential market opportunities.
Against a backdrop of category expansion and a growing number of brands entering the fintech space, we identified what made Banjo different. Responsible lending, connection with their client’s ecosystem of advisors, the founder’s big-bank experience and their 10-year history as an alternative lender led us to position Banjo as an established brand against the new-comers. Combining big-bank expertise with the challenger mentality of an alternative lender.
With this intent, we leant into their namesake to shape the brand idea, ‘Propelling your next chapter.’ Launching in early 2021, this tapped into the post-Covid reset and their dedication to helping propel their clients forward.
The new identity focused on building credibility, demonstrating financial expertise and a sound understanding of SMEs. We evolved the existing ‘folded b’ to a ‘fast-forward B’ to align with the strategy, create standout and improve functionality.
Typography, using a distinctive serif typeface, reflected confidence and business intelligence. The colour palette included a rich aubergine and bright blue, symbolising established financial acumen and a challenger mentality.
The tone of voice is positive, optimistic and energetic but remains down-to-earth and distinctly antipodean.
