Ragged Edge Brands Fintech Start-Up, ‘Salary Finance’

Branding agency Ragged Edge has created the logo and identity for Salary Finance, a relatively new lending start-up co-founded by the former head of Google UK.

Described as a “financial wellbeing” business, the organisation partners with employers to allow, among other things, staff to borrow money against future wages.

Ragged Edge was approached to help define and clarify Salary Finance’s brand, as the British company has in recent times embarked on a new expansionist phase, including venturing into the US market.

“We recognised that money shouldn’t be a cause of worry. It should build self-esteem, enable possibility, and free people up for a more hopeful and sustainable future. The brand needed to retain some challenger spirit, while confidently navigating an industry of financial institutions and payday lenders,” says Max Ottignon, co-founder of Ragged Edge.

“The brand strategy inspired a visual identity encapsulated by a disruptive logo. The type is set on an upward curve, representing positive progress and hopefulness. Its unexpectedly playful tone – incorporating a subtle hint of a smile – helps position the brand as warm and human, a direct contrast to the rest of the category,” further explain the designers.

Details include a warm colour palette and “uplifting” photography, as well as a tone of voice that is aimed at building trust with customers, “without ever speaking to people like they’re merely pound signs”.

Ragged Edge
www.raggededge.com