SmartCredit: Rebrand | Creative Direction

Hey Dribbble!

Thanks for taking a look at the brand guidelines that I created for SmartCredit's rebranding effort.

The Client

A Southern California based, SaaS Tech company that focuses on credit, money, and privacy services for both B2B and D2C platforms, SmartCredit needed to modernize their outdated branding. They were looking for messaging that was more relatable to their client base, the UX/UI of their products needed to be leaned up, and the strategy surrounding their design/marketing needed standardization and elevation. They also sought to clarify their core products and features, while highlighting their corporate mission and values as a collective.

The Project

This project included the creation of a data–driven brand book that included a clear explanation of the brand identity, company culture, product features, and marketing guidelines. The brands' identity is centered around four user personas that are informed by departmental research that was provided by their data team, marketing team, and included interviews that were conducted with various stakeholders and partners. This allowed me to hone in on an appropriate voice and visual language for the brand.

The Outcome

SmartCredit wanted to re–position themselves as a relatable, mature, and trustworthy alternative to their competitors. Their updated branding is sleek, but traditional with a focus on lifestyle imagery that reflects their core user base. With the creation of this comprehensive brand book, SmartCredit now has a central document that can be utilized as a North Star throughout the company. Allowing various teams to unite around their core messaging, mission, and features. Additionally, this branded document can growth with the company as they continue to mature and strengthen their offerings!