Modena rebranding

Modena is a financial services provider whose previous playful brand did not support the company’s long term goal of becoming a digital bank. We created a new concept that changes how consumer lending is seen. In an industry where lenders are anonymous and contact with customers is limited, Modena stands out by being transparent. Real people with names and contact details are always available

Challenge

Taking out a loan may be necessary for many people at different stages of life, whether to cover unexpected personal expenses, make a larger planned purchase, or take the next step in growing a business.

Most people approach consumer loans with caution largely due to the lack of clarity around who the lender actually is. Consumer lending is often associated with minimal personal interaction, making it unclear whom to turn to when questions arise.

Modena wanted to change this perception and become a true financial partner for its customers, acting in their best interest instead of focusing on extracting maximum profit. Their old brand was playful and mainly focused on beauty services, which made it seem less professional.

Research and Collaboration

Before developing the new brand, further research was needed to truly understand who the customers are and how to communicate with them.

We conducted several interviews with both private and business customers. The goal was to understand how to gain trust and what it takes to become a reliable financial partner in their everyday lives.

In addition, we conducted two workshops with Modena’s own team. We strongly believe that a brand must be created in close collaboration with the client, as they are the ones who will carry it forward. A brand only works when the people behind it can truly relate to it.

The idea

Through workshops and customer interviews, we identified two key challenges faced by clients. The first was the need for customers to understand who is actually sitting on the other side of the table when offering them a loan. 

Customers want to know whether their best interests are genuinely being considered, or the lender is primarily motivated by profit at their expense.

This insight led to the “Facing the Customer” concept. Modena’s team is publicly visible, with names, photos, and contact details across digital and social channels. They don’t just represent Modena, they are Modena.

Customers know exactly who they are communicating with and can 
easily reach out whenever questions or concerns arise.

Introducing the slogan

Secondly, customers need to feel their loan provider is there when needed. Life can be hectic, and unexpected situations arise often, making availability and responsiveness a key factor in building trust. 

This insight led to the development of Modena’s slogan, “Finances at Your Rhythm.” The message reflects Modena’s commitment to moving at the customer’s pace and adapting to their individual needs. 

Money should never become a barrier when there is a desire to bring an idea to life. Finances should move at a person’s rhythm, not the other way around. 

Modena aims to be a financial partner that helps make ambitions possible, whether that means furnishing a new home, buying a winter jacket, or taking the next step in a business.

The new visual identity

Our aim was to keep some familiar elements from the old brand while making the overall look more professional and modern. The mint green from the old brand was developed into a deeper green palette, supported by a yellow accent for CTAs.

We kept the company name as the logo for clarity. The previous font felt too playful, so we developed a new one with sharper edges to give a more professional look. A small cut through the letter “M” adds character and makes the logo more than just text.

We also created a new brand element based on the letter M. Its flowing curves visually reflect rhythm and connects directly to the message “Finances at your rhythm.”

Photography plays a key role in bringing the brand together. A new image library featured Modena’s own people and real models, with no stock photography, to build trust through authenticity.