We built a brand positioning concept around the full and comprehensive nature of the offer – to every consumer, for every car, offering every product, open every day; and, if needed, they will take the applicant through every step to establish the right credit rating.
Our concept for the name reflected this abundance of choice – ‘Oodle’ – from the colloquial phrase of “oodles of choice”, a fun and informal-sounding name with interesting typographic potential.
The name itself is supported by a strapline specifically intended for a car loan market: ‘financing the journey’.
We created the identity in what is, for a B2B business, a challenging and informal style. This immediately presents a strong statement of brand personality, and stands out in a busy marketplace.
The logo was a typographic solution which was itself developed to be flexible enough to be customised with emoji-style graphics. This means the word itself can become an anthropomorphic character. In this way a simple typographic solution can be adapted to reflect contemporary digital culture, embodying meme-like properties which will allow it to be adapted to suit any marketplace.
More traditionally, we also defined the brand tool-kit of colour palette, typefaces, logo usage, literature and digital styling, with a range of photography individually assigned to each of the ‘every’ brand positioning factors.
A fresh and bold brand for a fresh and bold venture.