Plenti makes it count with new brand strategy and identity via DesignStudio

18 May 2021

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Illustrations were done by Barcelona-based Josep Puy.

Fintech lender Plenti has unveiled a new brand strategy, identity and tone of voice, created by global branding agency DesignStudio.

Plenti, formerly known as RateSetter, is a fast-growing Australian business offering faster, fairer loans through smart technology.

It engaged DesignStudio Sydney to establish an emotional relationship with their customers - shifting the category perception from transactional and price-based to warm and compelling.

DesignStudio developed the brand idea ‘Make it count’ which speaks to the idea that in choosing Plenti, customers are making the most out of their money and are a step closer to bringing their big ideas to life.

A new visual and verbal system encapsulates the brand idea; warm and mature it brings to life the personal motivations consumers have when borrowing from Plenti.

Illustrations by Barcelona-based Josep Puy give shape to renovations, new cars and bigger weddings, whilst the verbal identity speaks to the real motivations we have when considering a loan, how it counts towards a better financial future.

The new brand strategy and identity has been rolled out across all Plenti touchpoints including its website, social platforms and all consumer marketing and corporate collateral.

DesignStudio creative director James Duru says: “It’s been a real pleasure to work with the Plenti team to help pivot their business from a transaction-based product to a compelling brand which helps consumers’ projects come to life. We have created a warm and unexpected brand that makes Plenti stand out in a cluttered category.”

Plenti CEO Daniel Foggo added: “The relaunch of the Plenti brand completes the evolution of our corporate identity which started with our name change in 2020 and marks a meaningful and positive milestone for our business. It’s incredibly exciting to see it come to life - and its entirely representative of who Plenti is today, and our future trajectory.

“Working with DesignStudio was so smooth. From the outset, the team were able to draw out the feelings we had about the present and future direction for the business and align our identity around a core idea. Whether our customers are borrowing or investing, it's always about achieving something more, about bringing their big ideas to life. Our new visual identity allows us to connect with customers around that moment they decide to turn their plans into a reality by pairing a unique illustration style with real-world imagery.”

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