Funnd is an Australian finance brokerage offering a range of business and personal loans. As a new player in the established world of loan financing, they needed to make a splash.

So the brief was simple: Create a unique identity that establishes Funnd as a young, fresh and innovative player in the market. Differentiate it from its many characterless, button-up competitors. And launch with impact.

Building on Funnd’s simple, online-first approach, we developed a positioning that celebrates the simple joy of securing the right loan at a great price.

A joyful, smiling face becomes the hero of the brand. It’s instantly inviting, full of personality and exuberance, and reinforces the central positioning of putting a smile on the face of its customers.

Photography depicts Funnd’s customer at the precise moment they realise they’ve got the best loan and a great price. It’s all about heroing a moment in time.

Echoing the logo, the marker scribblings become a core part of the brand identity, providing a tone that’s bouncy, loose and lively.

A custom suite of hand drawn icons compliments the marker scribblings.

The Funnd values badge is a supporting brand asset that serves to reinforce two of Funnd’s supporting values – honesty and simplicity.

And when we learned Funnd’s founder was a keen surfer, we even designed a surfboard to be displayed at Funnd HQ.

In a market full of staid, button-up brands, we created a fresh identity for Funnd that instantly sets it apart. It’s full of personality and hard not to love.