Modena, a new brand for a future digital bank

Teal Modena-branded lanyard keychain with the white logo
Person wearing a teal Modena hoodie with the 'modenation' wordmark and large m monogram
Modena business card resting on a laptop, reading 'Finances in your rhythm'
Black and mint Modena-branded mug with the 'modenation' logo
Modena-branded frosted packaging bags with 'Pay later in up to 3 parts' stickers

Consumer lending is often associated with anonymous lenders and minimal personal interaction. People approach loans with caution because it's rarely clear who is actually on the other side of the table, or whether their best interests are being considered. Modena wanted to change that perception and become a genuine financial partner, not just another lender focused on profit.

Three Modena Instagram stories — a credit-line promo, a quote and a team photo in the new brand
Modena Instagram stories explaining loan interest and APR in the new brand style
A family opening a parcel at home together, from Modena's brand photography

The process started with customer research. Interviews with private and business customers helped identify what builds trust and what it takes to become a reliable financial partner. Two workshops with Modena's internal team ensured the brand would be built from the inside out.

Two key insights came out of the research. First, customers want to know who they are actually dealing with. That led to the "Facing the Customer" concept. Modena's team is publicly visible across digital and social channels, with names, photos, and contact details. They don't just represent Modena, they are Modena. Second, customers need to feel their loan provider is available when life gets hectic. That insight led to the slogan "Finances at Your Rhythm", reflecting Modena's commitment to moving at the customer's pace. Money should never become a barrier when there is a desire to bring an idea to life.

'Before' — Modena's old visual identity with pink-toned ads for its purchase-credit product
'After' — Modena's refreshed dark-green visual identity across ads and social

The new visual identity kept familiar elements while making the overall look more professional. The mint green from the old brand was developed into a deeper green palette, with a yellow accent for CTAs. The font was replaced with one with sharper edges. A small cut through the letter "M" adds character to the logo. A new brand element based on the letter M uses flowing curves to visually reflect the rhythm concept. Photography features Modena's own people and real models, with no stock imagery, to build trust through authenticity.

Modena brand colour palette — white, mint, dark green and yellow swatches
Modena logo redesign — the old wordmark above the new, bolder logotype
Modena 'm' monogram logomark in mint on dark green
Grid of Modena brand photography — team, office and product moments
The new Modena website homepage on a laptop, headlined 'Flexible payment methods'
The Modena website on a phone, headlined 'Your business grows with us', with payment options
Several page layouts from the new Modena website
Working with Rethink helped us take a clear step forward as a brand. Elina and Anna's strategic approach helped create a distinctive, professional, and customer-centered brand identity that works consistently across our messaging, visuals, and everyday marketing. As a result, Modena now has a clear and recognizable brand that our team truly believes in and that supports our credibility and growth.
Chris Kiidemaa; Turundusjuht