Oportun
Agency: Lippincott
Role: Senior Designer
Creative direction: Kevin Grady
Design: Emiko Osaka
Awards:
Graphic Annual Awards 2024 - Honorable Mention
Transform North America 2023 - Silver
Logo & Identity Systems, Messaging, Employee Value Proposition
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 designed to bridge the gap between the digital disruption of fintech brands and the trustworthiness of established banks, ensuring ease of use across all touchpoints. Its unique color palette conveys confidence, reliability, and expertise, while human illustrations add a personal touch.
The first element we designed was the logo, an "O" made up of three distinct parts representing the customer, their finances, and their financial journey.
Illustrations were central to the rebrand, adding a human touch and serving as the primary storytelling tool. Based on real customers and scenarios, they complement photography by bringing stories to life in a relatable, vibrant way. Using simple lines and shapes to express emotion, they highlight how Oportun is “your savvy money friend” and help set us apart.
After defining the brand’s look and feel, we focused on activating it internally and uniting two distinct cultures: the existing Oportun team and the newly integrated Digit employees. We created an activation plan with a series of initiatives designed to bring these values and the new culture to life for Oportun’s diverse workforce, from corporate offices to call centers to remote teams.
On March 8, 2023, Oportun unveiled its new brand to the public, ready to empower customers on their financial journey.