Leading peer-to-peer lending platform LendInvest has unveiled a new look. The rebranding, which includes a new logo and website, aims to highlight “the key strengths of the company while reaffirming LendInvest's position as the leading (and world's largest) peer-to-peer marketplace lender for property”.
As LendInvest looks to enter its brand into the mainstream, the new visual identity is intended to better represent the company's brand values. Originally founded in 2013 as an investment product for High Net Worth investors (initially with a minimum investment of £50,000), by the start of 2015 the minimum investment on the platform was slashed to only £1,000. This was designed to broaden LendInvest's appeal, bringing it to a wider audience and making property investment something everyone can aspire to.
LendInvest joined forces with global branding house DesignStudio on the rebranding. DesignStudio had previously been responsible for the successful rebranding of Airbnb. Bart Boezeman, who was previously a senior global brand and marketing executive at Microsoft, was also hired as Chief Marketing Officer. He oversaw the rebranding in conjunction with DesignStudio.
The company's new logo, based on the projection of the letters L and I, is supposed to suggest growth, buildings and open doors. For the new colour scheme, LendInvest took inspiration from P2P rivals and other firms based in the financial services sector. They have moved away from corporate purples and blues, with a much greater focus on yellow – which is often associated with optimism and energy.
“We now have the foundations to build a truly mainstream brand in financial services,” Christian Faes, LendInvest CEO, commented.
“As part of this process we've done a tonne of research and testing with existing customers, and different prospective consumer demographics, along with our own team. People are fed up with the banks, and both investors and borrowers are looking for new (and better) ways to do things. This is at the core of what we're about at LendInvest, and this is what we are portraying with our new branding.”
Ben Wright, a founding partner of DesignStudio, added: “It was a lot of fun working with LendInvest - they are clearly not your average financial services business. From talking with co-founders Christian and Ian, it was really clear from the start that their whole business is about trying to do things in a different way. LendInvest and DesignStudio share this ethos, which ultimately led to a highly collaborative and successful process.”