LendMe is the biggest loan comparison platform in Denmark and has helped more than 50.000 people save on their personal loans.

We repositioned LendMe from a functional online service to a brand with a clear voice in an intransparent market. Starting from the core, we build the brand identity, including vision, values, key messaging, tone of voice and visual design system.

Through a collaborative process of diving into the organisational culture and the user journeys, we conceptualised a core message and defined a clear language around LendMe’s service. This led to a mobile-first design strategy based on their identity as a digital Scandinavian brand rooted in the world of banking.

Bringing character to small print and legal texts, through pastels and unique typography.

Embracing formats through a flexible design system.