Identity Design
Discovery
Elevant partnered with brand identity agency, Percept, to create an identity design that embodied their brand vision.
Through a series of collaborative brand workshops involving key stakeholders, valuable insights around their vision, customer needs, untapped market potential, and the opportunity to build stronger, more human financial relationships were uncovered.
Analysis of the competitive landscape revealed a sea of sameness when it came to identity design in the finance sector, where transactional experiences often replaced trust and meaningful connection. This presented an opportunity for Percept, as the brand identity agency, to define a clearly people-focused tone throughout.
The direction for the identity design was set, based on strategic branding that aligns with the brand’s people-first purpose and a commitment to empowering individuals through lasting, trusted relationships.
The strategic branding for the identity design is built on two archetypes: The Sage and The Caregiver. This combination of wisdom and compassion shapes a tone of voice that balances industry expertise with empathy, positioning Elevant as a trusted guide on every financial journey.
With a clear sense of purpose, Percept developed a brand narrative that elevates the company beyond lending, to a brand focused on enriching lives through education, support, and empowerment. This formed the foundation for strategic branding that shapes both the verbal and visual identity design. Everything created for the brand was to reinforce a commitment to responsible funding that has a meaningful impact on the lives of individuals.
Brand Positioning
Brand identity agency, Percept, crafted the core brand house;
Brand Vision — To inspire and nurture an environment where people can elevate and live their dreams.
Brand Mission — To provide a trusted financial partner to all, every step of the way.
Brand Story — Our story brims with compassion, empowerment, and unity. It all began with a daring vision: to reshape finance by prioritising people to make real changes in their lives. Fuelled by unwavering support and boundless passion, we set out on a mission to help individuals and families not just dream, but achieve.
At our core lies a commitment to uplift and inspire. Every step we take resonates with the belief in our cause, every success story a testament to our collective impact. Today we enable aspiring consumers to enrich their lives and lifestyles through the power of smart, empathetic and responsible funding.Together, we’re not just reshaping finance; we’re fostering relationships where people can live their dream again.
Brand Proposition — A financial partnership, where everyone is understood, supported, and empowered to live their dreams.
Brand Tagline — Live Freely.
The identity design expresses a sense of elevation, progress, and the pulse of life — capturing the brand’s forward-thinking spirit. At its heart, the identity design symbolises uplift, representing the positivity of both financial momentum and emotional confidence.
A vibrant, yet cohesive visual language brings the identity design to life. Featuring a bold, mature colour palette that energises without compromising trust, and graphic devices – drawn from the influence of the brandmark – frame content with subtle rhythm and motion. Delicate line work adds an energetic flow and ease of navigation, guiding users seamlessly towards the information touch-points throughout all marketing communications.
A consistent photography style showcases real people in real moments — honest, grounded, relatable and inspiring. A bespoke illustration style also adds warmth and personality, helping the identity design connect with the audience.
Together, these elements all combine to shape a quite distinct and very ownable identity design that positions Elevant as a confident leader in community-driven, responsible finance.
