Clever doesn’t have to be complicated.

Make tough calls easy

The financing ecosystem is quite old school. Everyday people have to fill in piles of forms to identify themselves. Risk managers have to rely on year-old information when making decisions. Instantor aims to change all that. By replacing a bewildering puzzle of documents with a few clicks and up-to-date information, they make tough calls easy.

From product to brand

The Swedish fintech company has only been in business since 2010. But it has been profitable for almost as long, and it’s already present in more than 20 markets globally. In 2017, the company was ready to take the next step. After recruiting a new CMO and a new CTO, they wanted to evolve. From ‘just tech’ to ‘tech with a human touch’. From product to brand.

Democratize the system

We kickstarted our collaboration with a series of interviews and workshops. The outcome of these grew into the company’s very first brand platform. Instantor’s humanistic ap-proach was formulated in a vision to ‘democratize the system’, their optimistic beliefs were condensed into the core values ‘accountable, ‘trustworthy’ and ‘dynamic’, etc.


Making sense of data

With the brand platform in place, we moved on to verbal and visual identity. Based on the notion of ‘making sense of data’, we developed a new logotype, tailored two suitable typefaces, created unique icons, illustrations and animations, and put together a palette mixing contemporary colors with those traditionally associated with the financing indus-try. The hugely talented Andreas Wannerstedt developed some 3D images for us too.

Strategic product packaging

Instantor’s products are abstract, super clever and self-learning, bordering to artificial intelligence. But explaining what they do isn’t all that easy and making them sellable was an important part of our task. So, we boiled down a plethora of products into five simple solutions, each with a defined target group, name, message, a set of benefits, and unique icons, illustrations and animations.

An identity put to use

A brand-new website was designed and developed from the ground up. Our ambition was to allow the five solutions to take the center stage, create an inspiring and powerful sales tool, while also conveying a techy, progressive feel with a warm, human overtone. In addition to the website, we did newsletters, ads, printed material, office material, etc.

Tech with a human touch

Instantor’s new identity and website were launched only a few months after we first started our collaboration. We worked fast and hard and couldn’t be happier with the results. And, from what we can tell, Instantor is doing more than well. In fact, in April 2018, Financial Times ranked them as the third fastest growing fintech company in Sweden.

“It’s important for us that our brand represents our vision, and Essen did an amazing job finding a way for us to communicate the complexity of our products and our expertise in data analytics.”

Raiha Buchanan, CMO, Instantor


  • Brand platform

  • Naming


  • Visual identity

  • Verbal identity

  • Iconography

  • Illustrations

  • Motion design

  • UX/UI design

  • Product packaging

  • Guidelines


  • Copywriting

  • Photography direction and production

  • Design templates

  • Office templates