Stash Brand Design

Prompt

Create a design solution that addresses the lack of inclusive and visually engaging brand identities in the lending industry.

Design should effectively combine cutting-edge technology, transparency, and a strong sense of community to empower the youth.

Problem Statement

Stash faces challenges in the lending industry, including a lack of inclusive branding, a disconnect between technology and community values, and failure to appeal to younger demographics.

The company can differentiate itself by creating a more encompassing brand approach that broadens its customer base and enhances its image.

Research and analysis

Brand Questionnaire

I did a simple brand audit by getting the client to fill out a standard brand questionnaire. I got detailed feedback which helped me to narrow down my design path.

Market Research

Then I conducted a brief market research to gain insights into the finance industry landscape, market trends and competitor analysis. I recorded my findings in a simple Google doc so I can organise all the findings in one place.

Brand strategy development

Based on the data I gathered during the research and analysis phase I developed and refined the Stash brand strategy. I scheduled a few meetings with founders to make sure I am on the correct path.

Brand Positioning

Stash is positioned as the leading peer-to-peer lending platform for the youth.

Brand essence and attributes

Stash is accessible, innovative, trustworthy, and community-oriented.

Unique Value Proposition and Audience Alignment

Stash delivers personalised borrowing through cutting-edge tech, transparency, and community. Targeted at 18-35-year-olds, the brand offers a user-friendly digital platform for tech-savvy customers.

Concept Development

I then started sketching on my iPad for initial concepts. Then switched to Illustrator to create some of the ideas I thought would work.

Visual Identity

I created a modern logo and used a very vibrant colour palette as it connected with the target audience. Then I used the AI tool Mid Journey to create graphic elements which I thoroughly enjoyed

Developing the Logo

The logo design for Stash draws inspiration from the concept of a sealed jar. This design concept symbolises the idea of storing and safeguarding financial resources, reflecting the platform's commitment to secure and responsible lending practices.

The inspiration behind the sealed jar comes from the notion of keeping one's valuable possessions safe and accessible, aligning with the mission of empowering the youth to manage their finances and unlock their potential.

Colour palette

I picked bright green and purple as primary and secondary colours. These colours are very vibrant and youthful which aligns very well with Stash’s brand attributes. Bright green is often associated with growth and prosperity and this emphasises Stash’s mission. Then I used Google material design to help me develop a colour system

UI/UX Design

In the development of "Stash", a streamlined micro-lending platform, a pivotal role was played by its intuitive and user-centric UI/UX design, crafted meticulously to ensure a seamless and straightforward user journey through the complex processes of lending and borrowing.