POSITIONING & PERSONALITY
Most new financial brands stake out a position of either convention or disruption. But research showed people want something in-between. So our process was guided by the need for nuance — to protect true innovation AND a solid, trustworthy foundation.
NAME & LOGO
"ollo" was chosen for its approachable sound and because it helped convey a core element of the new brand - to view customers as a whole person regardless of their credit score. So, as you say ALL-O... the "all" is about seeing people as more than a number. The logo for Ollo is both a verbal and visual palindrome. The friendly, lowercase lettering is anchored by a heavy, stable font.
No Surprises. No Stress.
For most people, thinking about their credit score is a stressful affair. So a lot of our creative exploration focused on finding ways for the brand to make learning, signing up, and servicing an account simpler, and dare we say, more fun.