The consultancy won a credentials pitch at the beginning of the year to rebrand the fledgling company, which was set up in 2008 under the name TxtLoan.
MyJar allows people to borrow between £100-£500, and offers short term 18 day loans (repayable at representative 3943 per cent APR).
The naming and the visual approach are based on the company’s business model ‘designed to help people manage their money by lending small amounts responsibly’ according to SomeOne.
SomeOne co-founder David Law says, ‘I am utterly bored by almost everything branded in the financial sector. So much in the sector is just plain ugly and miserably broadcast in its monologue approach.
‘That’s why we’ve created a visual brand identity that listens to what is being said and adapts to its environment — a brand that talks up to its customers, not patronises them — which is a radical and welcome departure from the dismal industry norm.’
The branding is responsive and reflects the communication topic, says SomeOne, which has designed typographic jars that fill up with different amounts of colour depending on the messaging.
If the brand is talking about a small loan, a small amount of colour will be used in the hollow letterforms, but if the topic concerns larger amounts of money ‘the colour begins to flow into the chracters,’ says SomeOne.