An innovative product offering for high-street banks |
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LendInvest | London, UK | April, 2023
LendInvest had spent five years building a proprietary system to originate and manage its specialist loan book. By the time the platform matured, the company was ready to spin it out as a white-label service for institutional partners.
I was challenged to explain a highly technical B2B product — originally designed for internal and broker workflows — to senior financial executives who were unfamiliar with the underlying system. With only two months before a major industry congress, we needed a clear narrative, a new identity, and a digital touchpoint that could stand alone without disrupting the core brand.
As the design lead, I oversaw all creative assets and partnered with an external agency to produce an explanatory video. Meanwhile, our internal design team explored a fresh visual direction for the emerging business unit.
Key challenges:
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Distilling a complex product into something quickly graspable
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Evolving the aesthetic without conflicting with the LendInvest brand
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Making decisive, quality-focused choices under a tight deadline
The research phase pointed towards a cleaner, more restrained style — something that echoed modern SaaS design but wasn’t overly trendy or derivative.
To avoid disrupting the main LendInvest website, I proposed a standalone microsite with its own visual flavour:
minimal, quiet, and more premium in tone.
I leaned into the contemporary trend of “bright minimalism” over dark mode, which:
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Shortened the production cycle
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Reduced the need for heavy custom development
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Offered a neutral, refined backdrop for a complex product story
Building the site in Framer allowed us to move quickly with fewer engineering dependencies — a significant factor given the compressed timeline.
The microsite was delivered on time and aligned with the new proposition, giving LendInvest a clear, high-credibility way to introduce its technology offering to the market.
The combination of minimal design, tight cross-team collaboration, and rapid build tools enabled us to translate a dense, technical product into a polished, executive-friendly experience.