Brand Roadmap development,
KLEAR is a peer2peer lending platform that was founded in 2015 by senior bank executives who left their well-paid jobs to create a fair alternative to personal lending and investing.
KLEAR IS ABOUT INTRODUCING A NEW MODEL OF PERSONAL FINANCE, THAT IS BASED ON TRANSPARENCY, FAIRNESS AND CONSCIOUSNESS ABOUT THE IMPACT OF OUR MONEY.
We have to admit – when we first met the guys from KLEAR, we were a bit skeptical.
An Ex-Bank CEO talking about fairness in finance?
A vision of a financial institution where everybody wins?
It did not take long to convince us: the concept behind KLEAR is great.
It combines some really smart and precise financial models with a strong vision of a financial service that is more mindful about the impact of the money being borrowed or invested.
The result is a platform that can function with a minimal impact, offering full transparency every step of the way.
The borrower gets great conditions.
The investor gets a reasonable return plus the guarantee of a positive impact of her money. KLEAR only takes a tiny tax – and nothing more.
The only thing that was missing was a strong brand foundation:
designed to touch people’s hearts and minds,
convey the right messages in a relevant way,
and help the concept scale.
In this truly collaborative project, we worked together every step of the way with the leadership of KLEAR to define all key brand attributes, then codify them in a Brand Roadmap designed to guide the company’s progress in the next few years.
Together, through a series of deep dives, workshops and discussion sessions, we defined the vision of KLEAR as the ethical disruptor of finance, leading the movement towards a more fair and impact-conscious financial world.
And here is our conversation with KLEAR’s CEO, Loic, and CMO, Niki:
OUR ROLE WAS TO HELP THE KLEAR TEAM TURN THEIR IMPRESSIVE BUSINESS MODEL INTO AN EQUALLY IMPRESSIVE, HUMAN-CENTRIC BRAND STORY.
We then created the communication strategy for the advertising campaign, supporting the selected creative agency proof. See the TV ads they created here:
(their work was featured in Lurzer’ archive and in Bhehance’s advertising selection, so congrats, guys!)