The context
Having worked with Funding Circle since 2022 on a myriad of projects, when it came to a brand overhaul, they trusted us to deliver. This six-figure project encompassed an articulation of their new brand strategy and the creation of a new brand identity and design system.

The craft
Our first port of call was to infuse the visual identity with the brand’s personality traits - Rallying, Energised, Empathetic, Optimistic and Experienced. These traits became watchwords as we developed an identity that could flex all the way from ATL brand campaigns down to app-level executions.
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After exploring numerous graphic language approaches, we knew that the answer had to be simple. The singular nature of the circle device carried a sense of confidence, giving us, what turned out to be, a liberating way to express the multiple facets of Funding Circle’s finance offerings.
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The identity is open and optimistic and maintains a deep connection to their customers through the forefronting and celebration of their success. The design system was developed to be approachable and conversational, placing business owners at its core through dynamic multi-image compositions and rich textural storytelling. At a product level, it needed to seamlessly showcase an innovative, industry-leading customer experience.
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The end result
The exhaustive identity has been rolled out across all manner of comms including digital platforms, direct marketing, and ATL campaigns. A true 360º brand delivery with every facet of the brand carefully considered, crafted, and executed.