Dedicated to the dedicated: providing loans to the hardest working students in medicine, dentistry and law.
Create a compelling consumer product that sheds its associations with the regional bank that created it.
Go against the grain of overly friendly startup culture which often fails to acknowledge hardship and effort.
Reward the dedicated.
Bring the positioning to life through concepts anchored in grit, savvy and reward.
Build a rich, flexible visual identity that champions our dedicated borrowers and puts them on a path to success.
Credits:
Sam Becker, Executive Creative Director
Karen Yau, Design Director
Scott Thompson, Senior Designer
Jacob Lindell, Designer