easymoney
easymoney has been serving the financial lending needs of the Alabama and Tennessee markets since 2005 (easymoney has been trademarked as one word, all lowercase, this is not a typo, and to emphasize this, we made the word both bold and italic in all written cases). With the brand serving a smaller, local, market, we wanted to reflect that in the renewed branding. The intention was to invoke the feeling of a local business, someplace you might visit on Main Street, specifically a helpful local hardware store, to reflect the helpfulness of the business.
The color palette, typography, and choice of imagery were all designed with the “friendly local hardware store” idea in mind. We used warm, soft colors to reinforce the friendliness, as well as outdoorsy, somewhat rural feeling imagery, to make the brand feel homey and inviting.
The voice and tone of easymoney also reflect the brand’s friendly nature, relying heavily on talking about how “easy” doing business with easymoney is, and how taking out a loan can be a viable path forward. Everything about easymoney leans into ease of use, and the friendliness of the brand.
