FINTECH FINDS ITS FLAVOR
GoodBread is FinTech startup aimed at disrupting the lending status quo by looking at the whole person plus the business, not just a credit score and tax returns. They required a brand review, a refreshed and expanded identity, a style guide, website design, and site standup.
GoodBread Capital Partners Identity & Website
Role: Brand Designer, Site Designer, Wordpress Implementer
Core Partners: Noa Simons, Manuela Odell
GOALS:
Build a mold-busting brand identity and supporting website to communicate brand values and pique the interest of the GoodBread audience: “Main Street” business owners uninspired by the stuffy, impersonal, and lengthy traditional loan process. I refined rules and guidelines for using brand elements, reorganized website content into pages featuring consumable snippets of key information, and generated leads with interest forms and the positioning of the initial loan application.
THE WORK:
IMy work kicked off with an audit of the existing brand expression, including logo, type and color. I interviewed the stakeholders at GoodBread to understand the research and customer insights they had gathered about their core audience. I redesigned the logo, type, color hierarchy, and icons, defined a photo style, and set guidelines for use. I worked within Figma to built out wireframes for the new website. I fully-designed those frames and implemented the pages into Wordpress.
SUCCESSES:
In a major upgrade from the grayscale, stiff world of traditional finance, the new logo and system of expressive color, accessible typography, branded icons, and emotive photos supported the roll-out of GoodBread. The new logo seamlessly integrated into the existing App build. Between February and March of this year, GoodBread went from granting 2 loans to 25, and they continue to grow at a rapid pace.
