The rewarding way to borrow

Creating a new financial services brand

A product for the people

The project

Make Studio was given the opportunity to design the brand identity for RewardRate – a loan company offering a unique proposition in the financial services sector. RewardRate gives borrowers with thin or impaired credit histories a second chance with product options designed to prioritise the circumstance of each consumer. It was identified that this audience was being underserved by current products on the B2C money lending market. RewardRate not only wanted to serve these potential customers, but also reward them along the way with payment holidays and APR reductions for consistent repayments. This coupled with a strong ethos around financially educating each consumer to help them develop their financial wellness.

Our challenge was to create a brand identity that strikes the balance between an established, trusted high street bank/lender and a fresh, human-centred brand with a personable approach. RewardRate’s priority was to have a brand that reflected a product for the people. A brand that both rewards and empowers their consumers in their journey to financial mobility.

Here for you

A customer first approach

The approach

As RewardRate was in its infancy, we ran a number of workshops with the client to define their key attributes, including; brand proposition, purpose, values, personality and perception. In addition, we completed detailed market research into the financial sector and looked at potential competitors. From these findings, we were able to build out a brand profile and start work on the visual identity.

We found a clear trend in new market leaders using colloquial language that directly addresses their target audience. Authenticity and transparency are key drivers in establishing trust with a consumer, especially when dealing with a sensitive subject like money. Using this knowledge, we were able to fuel our design concepts with a tone of voice that best positions RewardRate as a product for the people.

Establishing a presence

Through clean design

The solution

The chosen route is a bold, confident brand with the people at its heart. The lowercase wordmark paired with the coin flip icon creates a strong, ownable identity that disrupts the financial sector. The logo becomes easily recognisable across the website, stationery and promotional merchandise – reinforcing the brand and leaving a lasting impression of confidence and experience. 

The introduction of motion graphics brings the brand to life across digital applications; including the RewardRate app, social media, brand films and digital advertising. In addition, our photography is supported by a warm, emotive tone of voice that builds trust with the consumer as they seek to achieve financial wellness.

Since the launch of the brand, RewardRate has been very well received by both stakeholders and consumers alike. This has already resulted in the brand being nominated for ‘best brand’ at the Lending Awards 2022. It’s great to see positive results come from our hard work and we wish RewardRate all the best with the future.

Services rendered
  • Advertising
  • Art direction
  • Brand creation & identity
  • Direct marketing
  • Email marketing
  • Guidelines
  • Market & competitor research
  • Media & campaign planning
  • Motion graphics
  • Multichannel strategy
  • Packaging design
  • Post-production
  • Print design
  • Social media
  • Tone of voice
  • Website

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