We did a national campaign for one of their leading products – Merchant Cash Advance. Considering the product is a loan against card swipes, the card swipe machine was chosen to be the hero. We added a little bit of detailing into the visual by giving the subliminal positive message of loan approval on the card receipt. This hoarding was then adapted to many sizes and languages for a pan India release.
We redesigned the brand language to create a distinct and consistent style of communication. The financial sectors ads are typically very dry and often merge into one another due to lack of any single personality coming through. In our designs, we kept a distinct element of illustrations which represent the aspirations of an individual – whether personal or business. We also retained a human element by showing the borrower himself/herself. And a gradient led by the brand primary color to create a brand recall.
Our work on the print medium involved creating multiple quarter page ads for different products, audience and markets.
Capital Float hosts and participates in many industry events across the globe. Our work on this front involves creating complete event theme and collateral like stall designs, backdrops, invitation cards and more.
While we have created many product brochures, the work that stands out is the work we have done for two years for their participation at Lendit – the biggest fintech conference in the world. The first year’s idea was to showcase how India’s leading fintech brand, Capital Float, is creating a mark on the global fintech landscape. The second year’s theme was to showcase how Capital Float was building the New India by providing timely finance to small and medium businesses of India.
So technically, we did not create the brand identity, but we did create a new brand language for the internal communication. Usually, most companies only talk about team efforts and dynamics as the cornerstone for their success. But we wanted to do something different for Capital Float. We came up with the I design concept. The I stands for an individual member of the team and their identity and diversity they bring to the organization. When these different ‘I’s come together, a cohesive team gets formed.
While we created the I design, we also did a lot of work for the brand prior to that which was not guided by any particular design style. We created designs which would engage the young tech employees and give them a respite from their long hours of coding.