Evening out the odds in banking

Most interesting fintech

Society at large is changing faster than ever before. Traditional banks, however, are operating in the same inefficient, costly manner as always. So claims Lendify, the startup wonder that developed its super digital yet customer centric platform from scratch, and that recently was named “the most interesting fintech in recent years” by Sweden’s former Minister of Finance Anders Borg.


The need for a leap

In early 2019, Lendify had grown and evolved to the point where another step forward just wasn’t enough. A leap was required. Lendify was ready to take on the traditional banks and needed to look the part. They also wanted to take an active role in educating and encouraging their customers through a number of new products and services. With this in mind, Essen International was brought in.

Flipping the odds

After interviewing everyone from founders to employees, we realized that Lendify’s defining characteristic is its ambition to even out the odds in banking. Between institutions and individuals. Or differently put, to make it fair – for lenders, borrowers and investors alike. This relentless drive for real change became the strategic fundament for all the work that followed.


Black and white and then some

Our research brought about a sophisticated, quite minimal brand identity, mostly in black and white. But we knew we couldn’t get too sterile. Lendify prides themselves on being the helpful, accessible option, and this warmer characteristic had to show too. Hence, the colorful elements and tongue-in-cheek details. Also, we were keen on developing a brand that really shines when moving.

Making a big number out of it

As the brand identity took form, we started producing the brand assets to go with it. Numbers and graphs are obviously important for Lendify, so those were put at the forefront. A colorful, quirky 3D image bank was produced to balance things out. A tailor-made set of icons too. And, of course, there was the logotype, embodying trustworthiness and equal interdependency.


Mobile-first, customer-first

Our collaboration with Lendify coincided with the development of a unique reward system. (Simplified, customers get a better interest rate if they pay their bills on time.) Putting this in focus was crucial when designing Lendify’s products. The process itself was interesting too. We started off doing the app, then we did mobile views for the website, and then, lastly, we did the desktop version.

Lo and behold, a unicorn!

In early 2020, Lendify’s launched its new website, and with it, the new brand was revealed to the world. At this point, the company had reached unicorn-level valuation. It seems as if there’s no stopping them now. And, we eagerly look forward to follow them on their journey forward, wherever it may lead them.


  • Brand platform

  • Brand positioning


  • Visual identity

  • Iconography

  • Illustrations

  • Motion design

  • UX/UI design

  • Websites and apps

  • Guidelines


  • Copywriting

  • Photography direction and production

  • Motion video direction and production

  • Design templates

  • Office templates


  • Prototyping

  • Integration support