LendMe Faʻamatalaga Autu: Faʻailoga o Kamupani by Ruis Vargas

LendMe Faʻamatalaga Autu: Faʻailoga o Kamupani by Ruis Vargas is a highly esteemed winner of the very prestigious 2021 A' Design Award Uʻamea in Mamanu Ata Fa'atusa Competition Category.

UʻameaAta Fa'atusa· 2021

LendMe Faʻamatalaga Autu: Faʻailoga o Kamupani

by Ruis Vargas

Client: Laika

A' Design Award Uʻamea Winner in Ata Fa'atusa Category

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Colors

The Design

About LendMe Faʻamatalaga Autu: Faʻailoga o Kamupani

Tusitusiga o le Tusi: O LendMe ose faʻailoga kamupani na faia mo se kamupani e galue i le maketi o le "home equity". O le logo o loʻo faʻaaogaina ai se faʻatulagaga faʻataʻitaʻi e faʻasino atu i numera binary o loʻo paleni faʻasaga le tasi i le isi, o loʻo faʻaalia ai se manatu faʻa-matematika faʻapea foʻi ma se sootaga faʻalua i le va o le kamupani ma ana tagata faʻatau. O le lanu ua filifilia e felagolagomai, ma le lanu piniki-moana (purple) o le faʻavae, aʻo le lanu moli ma le lanu moana e fesoasoani mo feʻau ma tagata faʻalogologo eseese. O faʻaoga o loʻo aofia ai kata pisinisi, teutusi, se faʻaaliga faʻalapotopotoga, ma se pepa faʻasalalau i luga o se moli auala.

The Recognition

About the A' Design Award Uʻamea

O le A' Design Award Uʻamea na manumalo ai LendMe Faʻamatalaga Autu: Faʻailoga o Kamupani, o se faamaoniga mamalu e tuuina atu i mamanu lelei e faataunuu ai manaʻoga faapolofesa ma pisinisi e faamoemoeina mai galuega ua mamanuina lelei. O ē manumalo i le Uʻamea e faaalia ai le tomai tele, le faapitoa maualuga, le malamalama o tagata poto ma le mafai fatufatuaʻi o ē na faia. E faamoemoeina LendMe Faʻamatalaga Autu: Faʻailoga o Kamupani e avea ma mea ua matuā vivii, mataʻina ma pelepelea e aogā ma fou. O lenei mamanu na manumalo i le A' Design Award Uʻamea e tuufaatasia ai faiga sili o le pisinisi ma e iai uiga faatekonolosi mafai ua fesoʻotaʻi ma le poto ma le taleni. Ona o lona faatuatuaina, e tatau ai LendMe Faʻamatalaga Autu: Faʻailoga o Kamupani ona faaaloalogia ma ua mamanuina e tuuina mai ai faaleleiga o le olaga e fesoasoani e faia ai e le lalolagi se nofoaga e sili atu ona lelei.

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