Mycashline Case Study | HiPitched Branding Agency

We worked on

Brand Strategy & Positioning

Brand Identity

Tone of Voice Guide

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We began the discovery process by looking at the history of the company, it's branding process up until this point, what problems they were looking to solve with a rebrand, and most importantly, what a successful rebrand would look like to them.

We looked at their competitors and began an in-depth conversation comparing how the brand wanted to be seen vs. how they felt they were perceived by their customers. This process enabled us to create a strong story for the mission statement and values:

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Flexible. Fast. Friendly.

mycashline is everything traditional financing isn’t. mycashline is on a mission to help small businesses grow. They understand your challenges and frustrations and want to build a better future for your company.

Mission statement written out in blue text on a linen background.

An image showing personality slides like Elite/MassApeal and Serious/Playful and where mycashline is located.

Design

Colour Palette

We wanted the colour palette to convey the trust and reliability of the brand (blues and greys), while exciting and engaging the customer through the pinks and mints.

The pink sparks feelings of innovation and creativity, creating a brand experience of newness and excitement.

The mint brings the palette together, and while, it’s not a primary colour, green is an important player when striving to indicate growth and prosperity. We used a bright mint to communicate positivity to the consumer.

The color palette of blue, pink, dark grey, white, linen, mint, light blue, candy.

Logos

‍When we asked the team mycashlines most recognizable assete logo. For this reason we chose to create a logo which didn’t differ too much from the old one.

Typography

Lexend is a font that was original created to help with dyslexia due to its readability and we felt it would be a good fit for MCL because it creates a very clear experience. Taking advantage of the vast option of weight allowed us to create a journey in how the consumer takes in information. Boldening key words not only helps with this experience but is visually pleasing – added with the use of colour against backgrounds.