Kredinor

Identity

2023

When TRY joined the project, Kredinor's strategy was already set, but its position and personality needed sharpening for better storytelling. A clearer brand platform, a B2C-fit communication concept and a visual system gave Kredinor's leadership a shared basis for decisions, aiming to shift the brand from being seen as "a punisher" to "a best friend."

Applied example of Kredinor's new visual identity system

Full-bleed application of Kredinor's new visual identity system

Kredinor's new visual identity system, applied across brand touchpoints.

Challenge

Kredinor's strategy was already set when TRY joined, but its position and personality still needed sharpening. Decisions about the brand had been made on personal visual preference rather than what was right for the company, and the identity did not yet reflect a clear point of view. The goal was to move Kredinor's public perception from being seen as a punisher, chasing debt, to a company customers experience as a best friend guiding them through a difficult moment.

Solution

TRY built a design system around a single distinct symbol that acts as a catalyst for the rest of the identity. The language and appearance were made more accessible and approachable, and the customer experience was redesigned so contact with the company feels less stressful and leaves people with a sense of relief and accomplishment. Kredinor got a toolkit with a built-in volume knob, a system that can be turned up or down to fit different audiences and channels.