Froda
Naming, graphic identity, and branding design for
the digital loan service formerly known as “Monetize,”
which provides corporate loans to small businesses.
BACKGROUND:
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.
THE CASE:
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.
