The Brief

Develop a Brand Identity and strong marketing campaign that:

  • Drive Product adoption
  • Build Top of Mind Awareness
  • Build a trust worthy, innovative, transparent and customer centric brand
  • Drive customer engagement on various platforms

What Communication?

Based on the insights gathered, SmartCredit’s communication should be:
relatable, employing everyday situations to describe SmartCredit’s value proposition;
emotive, humanizing SmartCredit to douse tensions and portray the brand as a friend that can be trusted, and someday borrowed from;
humorous and exciting, to foster brand memorability and recall

Creative direction 1

All the good things

This direction brings to mind the things that make SmartCredit different from other lending services

Creative direction 2

The good Guy

This direction puts a human face on the SmartCredit service and speaks to the heart