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Monetize is a digital loan service for smaller businesses that provides them with a bigger budget to meet their growth goals. However, their name provided a huge obstacle: it sounded more like a place to invest others’ money rather than a place that loans money to others. They realized this, and set out to do a serious rebrand in order to stand out as an more agile player, distancing themselves from the competition. That’s when they called Snask.
First, Snask proposed renaming the brand from “Monetize” to “Froda,” which means thrive in Swedish (plus it sounds more intriguing and unique). We elevated this new name with a very down-to-earth tone of voice but paired it with a bold and colorful visual identity. We selected earthy tones of pine and eco-beige paired with soft-but-bright pale yellow and peachy-pink. The wordmark was first carved and painted by hand, and digitally remastered into a clean but futuristic typeface that the big players couldn’t copy or even come close to. We created their identity from geometric, colorful pieces of various material to develop a flexible design system that could shift from the logotype to the Brand’s icons and patterns. The result? a distinct visual system that solidifies Froda as the challenger who can run between the legs of giants while being much bolder.