Oportun

Brand Identity, Digital Design, Brand Strategy

Agency: Lippincott
Design lead: Kevin Grady
Designer: Charlotte Sunnen, Emiko Osaka, Minjun Choi

Awards:
Graphic Annual Awards 2024 - Honorable Mention
Transform North America 2023 - Silver

Creating a go-to digital banking platform allowing a focused financial partner to expand into new markets without disconnecting from its core audience.

When Oportun, a provider of affordable personal loans and credit cards, acquired Digit, an all-in-one saving and investing app, it aimed to become a leader in the digital banking space. To achieve this, Oportun needed a purpose-driven brand that could drive growth without alienating its traditional lower-income customers.

The ask was to develop its brand positioning, visual identity, and messaging, and to activate the brand with its newly integrated employee base.

The visual identity was build to bridge the gap between the digital disruption of fintech brands and trustworthiness of established banks, instilling an ease of use across all touchpoints

The logo features an “O” composed of three distinct elements, symbolizing the customer, their finances, and their financial journey. A unique color palette reflects confidence, reliability, and industry expertise, while custom illustrations add a touch of humanity to the design. The visual system stands out in the industry.