Money’s one of the last big conversational no-nos. Politics, sports, even death, sure, but finances? Never. Yet when anyone gets thrown a financial curve, we need to talk to someone. But what about the people most banks won’t give the time of day? 

That’s Avant’s audience. And Avant needed brand help. Not just to look different, but to reposition themselves in a category defined by jargon, hype and some pretty sharkish behavior. We needed to show that they cared — and that their character and behavior matched the gritty optimism of their often misunderstood customer.

Through our Favor Factors process, we focused on the human side of the business to help Avant show up as an ally rather than just a lender. We focused on respect to get the conversation going. And ultimately, to build trust. 

Moving financial lives forward — our simple reframing — recognized people as people vs. credit scores. And Avant as a true human partner vs. a transactional service. 

It created the perfect balance of confidence and empathy. It was the vision for a refined mark, typography and palette that stands out without being flashy. The visual system is flexible enough to support a growing range of products, while cohesive enough to be instantly recognizable. 

Ultimately, we created a brand that mirrors its core customer — a determined go-getter with a high level of optimism that other lenders either ignore or exploit. 

First, we listened. Stakeholder interviews, audience analyses, competitive audits, opportunity space mapping. Plus, social listening and RTB comparisons to clarify. We learned how trust is earned — and lost — within the category. And we discovered where Avant could rise above. 

Then we built a platform to define Avant’s character, promise and purpose. Which naturally led to logo development, a strong visual and verbal identity, and a scalable system with a clear thread through brand photography, website design, mobile identity, right down to credit card design. 

We developed a detailed brand style guide to ensure consistency, clarity and longevity across partners, platforms and media. And to make sure every Avant offering was communicated effectively, we employed Quad Accelerated Insights to rapidly test, refine and optimize the most consumer-friendly messaging. 

The new brand identity is solidly grounded in human conscience and character. In addition to distinct fintech creds to help with trust issues, it helps underserved customers feel seen, supported, and ready to rise above circumstances. 

But Avant doesn’t just look different — it works harder to create an emotional connection as a brand people can believe in when most brands don’t believe in them.