Possible Finance
As lead brand strategist and writer, I worked closely with the design team at The New Company to develop a brand identity for Possible Finance — an innovative, empathy-centered approach to payday loans that seeks to help customers take control of their finances and rebuild credit.
In a category full of exaggerated promises and graphics meant to overwhelm, this system emphasizes the opposite: bringing clarity and trust to those who need financial support.
The logo is a simple combination of two squares — the bottom represents the permanence of the company, the top the elevation of their customers. Combined, it becomes a symbol of fairness.
The entire system is designed to speak up to customers and respect their financial literacy.
Creative Team
The New Company
