LendMe Ntchito Yaikulu: Chizindikiro cha Mtundu wa Bizinesi by Ruis Vargas

LendMe Ntchito Yaikulu: Chizindikiro cha Mtundu wa Bizinesi by Ruis Vargas is a highly esteemed winner of the very prestigious 2021 Mphoto ya Chitsulo ya A' Design Award in Mapangidwe a Zithunzi, Zojambulidwa ndi Kulumikizana Mwazithunzi Competition Category.

ChitsuloZithunzi· 2021

LendMe Ntchito Yaikulu: Chizindikiro cha Mtundu wa Bizinesi

by Ruis Vargas

Client: Laika

Mphoto ya Chitsulo ya A' Design Award Winner in Zithunzi Category

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Colors

The Design

About LendMe Ntchito Yaikulu: Chizindikiro cha Mtundu wa Bizinesi

Mawu a M'buku: LendMe ndi chizindikiro cha mtundu wa bizinesi chomwe chinapangidwa kwa kampani yomwe imagwira ntchito m'msika wa katundu wa nyumba (home equity). Chizindikirochi chimagwiritsa ntchito mapangidwe a zithunzi zomwe zikusonyeza ma khodi a binary akulinganizidwa mozungulira wina ndi mnzake, kupereka lingaliro la masamu komanso ubale wa mbali ziwiri pakati pa kampaniyo ndi makasitomala ake. Mitundu yosankhidwa imagwirizana wina ndi mnzake, pomwe mtundu wa purpo umakhala maziko, ndipo lalanje ndi wabuluu amagwiritsidwa ntchito ngati mitundu yothandizira pa mauthenga ndi omvera osiyanasiyana. Kagwiritsidwe ntchito kake kaphatikizapo makhadi a bizinesi, envelopu, chiwonetsero cha bungwe, ndiponso pepala la nyali za m'misewu.

The Recognition

About the Mphoto ya Chitsulo ya A' Design Award

LendMe Ntchito Yaikulu: Chizindikiro cha Mtundu wa Bizinesi ndi mmodzi mwa opambana a Mphoto ya Chitsulo ya A' Design Award, kuzindikirika kolemekezeka komwe kumaperekedwa kwa mapangidwe abwino omwe amakwaniritsa zofunika za akatswiri ndi za makampani zomwe zimayembekezeka kuchokera ku zolengedwa zopangidwa bwino. Opambana a Chitsulo amaonetsa luso lalikulu, ukatswiri wapamwamba, kumvetsetsa kwa akatswiri ndi mphamvu yolenga ya opanga awo. LendMe Ntchito Yaikulu: Chizindikiro cha Mtundu wa Bizinesi akuyembekezeka kukhala cholengedwa choyamikiridwa kwambiri, chosirira ndi chokondedwa chomwe ndi chothandiza ndi chatsopano. Mapangidwe opambana Mphoto ya Chitsulo ya A' Design Award awa amaphatikiza machitidwe abwino kwambiri a makampani ndipo ali ndi makhalidwe a ukadaulo oyenerera olumikizidwa ndi chidziwitso ndi luso. LendMe Ntchito Yaikulu: Chizindikiro cha Mtundu wa Bizinesi amalemekezedwa chifukwa cha kusamala kwake ndipo anapangidwa kuti apereke kukonza kwa moyo kumene kumathandiza kusandutsa dziko kukhala malo abwino.

Behind the Design

Press Kit

Credits, team members and technical details provided by the designer.

Unique Properties: To operate in the home equity market, a group of investors sought to build a brand that would convey the concept of help and solidarity, in a balanced financial relationship with its client.
From this premise, the LendMe brand was built: the logo structure has an iconographic representation that refers to binary codes balanced between each other, suggesting both a mathematical concept and the relationship between LendMe and his client, where lending is a two-way street.
Dimensions & Packaging: Business card format 90 x 50 mm printed on 300 g offset paper, in 4 x 0 CMYK colors, pasted to reach a weight of 600 g. Envelopes, format 220 x 310 mm and format 150 x 210 mm, printed on 120 g matte couche paper, in 4 x 0 CMYK colors. Light panel: 1200 X wwl800 mm.
Tags: Brand, logotype, illustration, visual identity, Laika Design
Production Technology: The identity project consists of business cards, printed in 300 g weight, envelopes, institutional presentation and street light panel.
Design Challenge: Lend Me emerges with an ambition: to present the consumer an alternative to the traditional model of bank and customer relationship. Thus, the LendMe brand language represents the attitude of rupture with the current model. The graphic elements, the pictograms, the logo and the color palette are the synthesis of the brand's purpose: objective and welcoming, practical but well supported in principles.
Research: The Laika method is based on the synergy between linguistic and pictorial skills. Every project begins with the construction of its meaning, an affirmation, and the need to design small graphic narratives. Thus, the brand and its visual identity elements, made by Laika, allow the creation of diverse visual narratives, which contemplate the daily needs of communication and realization of the culture of the LendMe brand.
Inspiration: The aesthetics of LendMe seeks to create a graphic environment structured and sustained by itself and solid. Thus, the use of colours sought to establish a complementary palette, in which purple is the basis, trust, and orange and blue are the colours of the relationship, effusive and intense. Just as the logo has a binary structure, representing relations antagonistic essence, the use of colours allows working with duality, from the welcoming and intense to the sober and balanced.
Project Duration: The project started in February 2020 and finished in May 2020 in Sao Paulo, Brazil.
Operation Flow: The need to transitioning between as distant audiences as consumers and companies was the premise of the brand. Therefore, the language project should anticipate the flotation on the daily approach of the communication of the LendMe brand. The result was the establishment of the usage of the brand colours in an elementary didactic, fitting colour to the brand’s voice and identity. The elements of visual identity transit from abstract and technologic, on the communication with corporative clients, to emotional, in the usage of humanised pictures, which deal with a closer relation with the final client.
Patents: Laika Design
Team Members: Ruis Vargas, Creative Director, Agnes Svilenov, Designer
Image Credits: Laika Design