Client: Smart Debtor (a subsidiary of Lexxiom)
Role: Creative Director / Designer / Illustrator

The Challenge: The challenge was right there in the name.

“Debt” is a loaded term, traditionally associated with stress, struggle and financial insecurity. We needed to change that perception into something positive.

The Idea: We came up with the tagline: “Everyone is a debtor. Be a Smart Debtor.”

The concept shifted the focus away from debt itself and toward the people using it strategically. I centered the brand on happy, confident people. Since the idea behind Smart Debtor was that anyone could make debt work for them, it was important not to rely on any one demographic for representation.

The System: I developed fifteen individual illustrations representing a range of people and paired them with a fresh, cheerful color system. The people and colors could be interchanged while still remaining unmistakably part of the Smart Debtor brand.

The Guidelines: I created a comprehensive brand style guide defining proper usage across the different color and person combinations.

Deliverables: Wordmark and custom illustrations • Brand style guide • Design system • Corporate communications, including business cards • Website design