Brand Identity Redesign For Latitude Consumer Lender
The twist: a “facelift” that’s really a system built to scale.
Lippincott partnered with Latitude, Australia and New Zealand’s largest non-bank consumer lender, to modernize and simplify its brand identity. The refreshed system introduced a bold mark, tonal blue palette, and bespoke typography to convey trust, clarity, and empowerment for everyday customers. The result is a cohesive, scalable identity built to support Latitude’s digital-first growth and renewed focus on core markets.
Insights
- This redesign is a neat “facelift” for a money lender: Lippincott modernized and simplified Latitude’s identity to feel clearer and more approachable without losing financial trust.
- The system introduces a bold new mark paired with a tonal blue palette—using color restraint to signal stability, clarity, and confidence in a finance category that often overcomplicates visuals.
- Bespoke typography is a key design decision: it reinforces simplicity and coherence across touchpoints, supporting readability and consistency in a digital-first experience.
- The outcome is positioned as a cohesive, scalable identity system—built to flex across channels as Latitude accelerates digital-first growth.
- Strategically, the refresh supports Latitude’s renewed focus on its core markets (Australia and New Zealand), aligning brand signals (trust + empowerment) with everyday customer needs.
