LendMe Mosebetsi wa Sehlooho: Boitsebiso ba Setšoantšo sa Khoebo by Ruis Vargas

LendMe Mosebetsi wa Sehlooho: Boitsebiso ba Setšoantšo sa Khoebo by Ruis Vargas is a highly esteemed winner of the very prestigious 2021 Moputso oa Tšepe oa A' Design Award in Moralo wa Dikerafikhe, Ditshwantsho le Puisano ka Pono Competition Category.

TšepeKerafikhe· 2021

LendMe Mosebetsi wa Sehlooho: Boitsebiso ba Setšoantšo sa Khoebo

by Ruis Vargas

Client: Laika

Moputso oa Tšepe oa A' Design Award Winner in Kerafikhe Category

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Colors

The Design

About LendMe Mosebetsi wa Sehlooho: Boitsebiso ba Setšoantšo sa Khoebo

Mongolo wa Buka: LendMe ke boitsebiso ba setšoantšo sa khoebo bo entsoeng bakeng sa k'hamphani e sebetsang lekeng la mekoloto e tšehetsoeng ke matlo (home equity). Letšoao le sebelisa sebopeho sa maswaonyana a bontšang likhoutu tsa binary tse leka-lekantsoeng le tsona ka bomong, e leng ntho e bontšang boinahano ba dipalo hammoho le kamano e tsamaeang ka mahlakoreng a mabeli lipakeng tsa k'hamphani le bareki ba yona. Mmala o sebelisitsoeng o kopantsoe hantle, moo 'purple' e leng mmala o motheo, ha 'orange' le 'blue' e le mebala e tšehetsang melaetsa e fapaneng le boinahano bo fapaneng ba bareki. Tšebeliso ea eona e kenyelletsa likarete tsa khoebo, li-envelop, tlhahiso ea setheo, hammoho le pampiri e kentsoeng lebōne la seterata.

The Recognition

About the Moputso oa Tšepe oa A' Design Award

LendMe Mosebetsi wa Sehlooho: Boitsebiso ba Setšoantšo sa Khoebo ke mohapi oa Moputso oa Tšepe oa A' Design Award, kananelo e hlomphehang e fuoang meralo e metle e finyellang litlhoko tsa porofeshenale le tsa indasteri tse lebelletsoeng ho lintho tse hlahisitsoeng tse entsoeng hantle. Bahapi ba Tšepe ba bontša bokhoni bo boholo, bokhethehi bo phahameng, kutloisiso ea litsebi le bokhoni ba boqapi ba baqapi ba bona. LendMe Mosebetsi wa Sehlooho: Boitsebiso ba Setšoantšo sa Khoebo e lebelletsoe ho ba ntho e hlahisitsoeng e hlomphuoang haholo, e ratoang le e ratehang, e sebetsang le e nang le mehopolo e mecha. Moralo ona o hapileng Moputso oa Tšepe oa A' Design Award o kenyelletsa mekhoa e metle ka ho fetesisa ea indasteri mme o na le litšobotsi tsa theknoloji tse nang le bokhoni tse amanang le tsebo le talenta. Ka lebaka la botlalo ba eona, LendMe Mosebetsi wa Sehlooho: Boitsebiso ba Setšoantšo sa Khoebo e tšoanelehela tlhompho mme e entsoe ho fana ka ntlafatso ea bophelo e thusang ho etsa hore lefatše le be sebaka se molemo.

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