Following the acquisition of Digit, an all-in-one saving and investing app, Oportun needed a purpose-led brand that would add value and cut through the noise for its customers. One that drove growth on a broader scale, without alienating its traditional customer base of lower-income individuals. Lippincott partnered with Oportun to navigate its journey there, from creating the positioning, architecture, and visual identity to developing breakthrough messaging and activating the brand within its newly integrated employee base.

The first step was to glean the shared insight that would act as a unifying ethos for its existing customer base and the customers it hoped to attract. Through external and internal research, the designers uncovered that the true customer need was a brand that instilled confidence throughout the financial journey. One that acted as a trusted, money-savvy friend, ready to help.

The visual identity is built to bridge the gap between the digital disruption of fintech brands and trustworthiness of established banks, instilling an ease of use across digital and physical touchpoints. The “O” in the new logo is composed of three distinct parts, symbolizing the customer, their money, and their financial journey. The color palette is unique within its industry, and conveys a sense of confidence, reliability, and expertise.

Once they crafted how the brand looks and feels, they got to work activating the brand internally and unifying two distinct cultures: the existing Oportun employee base, and the newly joined Digit employees. To do so, they codified an inspiring set of unique company values which crystallized Oportun’s internal cultural imperatives. The design team then developed an activation plan that included a cascade of initiatives aiming to bring the values and the new culture to life for a diverse set of Oportun employees (from corporate to call center, to mostly remote).

Oportun revealed its new brand to the outside world on March 8, 2023, poised to drive awareness for customers ready to take control of their financial journey.

Category:Graphic DesignYear:2023Designers:Kevin Grady, Emiko Osaka, Charlotte Sunnen, Aurelio Saiz, Minjun Choi, Kishen Pujara, Nicole Williams, Eric Schoenbrunn, Lippincott, New York, New York, United States of AmericaManufacturer:Oportun, San Carlos, California, United States of America