Context

After five years of working to build a proprietary way to originate and manage its loan book, LendInvest reached a point where its in-house technology was ready to be offered as a white-label service.

As pioneers in the industry and disruptors, our challenge at the time was to effectively communicate and explain the complexity of our product to top executives in the financial market. The team had the chance to present the new offering at an industry-related congress, but the tight timeframe of 2 months was the main constraint.

moodboard and inspiration process

As the lead designer for the project, I was responsible for managing all the necessary assets. I collaborated with an external agency to create an explanatory video, while our internal team worked on developing a unique branding concept for the new business area.

The main challenge was adapting our existing materials to a new audience, which required a different tone of voice and message. Instead of targeting mortgage brokers, we were now aiming for a niche audience.

Due to time constraints, we had to make decisions based on what was achievable and still met our quality standards

embracing simplicity in minimalism

I created a separate microsite that would align with the LendInvest proposition but with a more sophisticated approach and without affecting the existing branding. Influenced by other SaaS companies and the trend of minimalism over dark mode, I realized that this project could be rolled out more quickly. 

By using tools like Framer, as a way to reduce the dependance on developers, we were able to successfully deliver the entire project on time.