LendInvest
Market context
Scope: Research & Insight > positioning, strategy & TOV > brand system, brand guidelines
Sector: P2P lending / PropTech.
LendInvest is the UK’s leading platform for property finance and one of the largest non-bank mortgage lenders, offering short-term, development and buy-to-let mortgages. Known as peer to peer (P2P) lending, the global market was valued at £230bn at the end of 2020 (AksjeBloggen). Regarded as one of the leading lenders in the UK, LendInvest has been referred to as a 'future billion-dollar' business.
Its mission is to make property finance simple, using technology to make borrowing and investing easier and quicker for its clients.
Challenge
While the company was growing, the brand had become disconnected from both its audience and product offer.
LendInvest approached Structure to help declutter and redefine its brand, to help communicate its proposition and create clarity on its products for its key audiences. Additionally, as part of the brief, the brand wanted help to distance itself from the negative perception of P2P lending.
Property finance
made simple
The creative idea came from the insights gathered during the research stage. Working with and building upon the existing identity, we evolved it to create a system that it would be more agile for the marketing team. We gave the logo a physical dimension – born out of a 3D property world. This created a visual asset that provided both an evolutionary link and a visual language that allows the brand to stretch and expand as needed (from impactful to subtle cues).
Being able to act differently from a bank was a big differentiating factor, which led to a meaningful value proposition – ‘property finance made simple’.
The LendInvest logo was evolved into a system that allows it to be more agile across the brand's channel applications.
Structure identified the brands key story pillars and then evolved the existing identity system to ensure the story could be told across different channels, enabling the in-house team to communicate the brand with the right messaging and in more creative ways.
Let's talk about your growth ambitions.