Basix is a company that "offers personal loans at fair rates". Their main target audience are lower and middle income families, specifically women, and the loans are designed to get the borrower out of a short term financial predicament.
The company requested a blue-collar, all American type of presence that this demographic would respond to so we employed a calm and corporate color scheme and allowed the design to be carried by photography.
The logo mark had to feel very straightforward and simple to support the name of the brand. We chose a clean serif font that was slightly manipulated to give it a bit of modern appeal.
The identity needed to feel solid, convincing, bright and clean. The accents of bright blue and aqua elevated the brand to feel more contemporary.
In the end we added a bit of design flair for the T-shirt design with a fun robot illustration, based on company's internal mantra "Trust the robot."
Design Direction: David Albertson
Design and Art Direction: Paulina McFarland
Robot Illustration: Fin Wang