The brief InCred is a digital lending company. The category research revealed that a majority of the borrowers from SEC B and C categories believed that they would not be provided with a loan. The research also indicated that most of the consumers found the process of applying for loans very complex and scary. InCred wanted to address this concern by promising a more human, easy, and transparent approach to lending.
The approach Awchat and Olsen designed the brand identity for InCred Finance. Based on their positioning of offering a more human approach to finance, we designed an identity that represented this fresh and unique approach to the conventional finance category. The identity also extended into designing digital ad templates for their sales teams and their corporate website.