(Est. 2011) “Boodle is a highly competitive modern micro lender which is designed to deliver the most affordable and convenient short term loans. We offer rates and terms and conditions which are hard to beat. We owe our success to our diverse expert team. We have experts in microfinance who develop the best products and experienced analysts who match these products to our customers. Our tech and customer care specialists ensure that you get customer service of the highest quality. We are a microfinance lender registered to operate in South Africa and adhering fully to the National Credit Act.”
Xfacta (Johannesburg, South Africa)
The brand previously displayed an outdated and naïve visual language. We leveraged the positivity that Boodle owns and reinvented the brand's look and feel by creating a unique logotype. We evolved the color palette to a bright, passionate red, updated the typography and developed a vibrant, contemporary photographic style.
The website is cleaner, easier to understand and navigate, and more appealing to the target market. Boodle's super fast loans put a smile on the consumer’s face and we represented this with a bespoke 'Smile Dial’ device – the ‘smile' increasing in proportion to the amount of money required. We developed Boo, an avatar that guides consumers through the loan process, directly from the logotype. The reinvention of the brand resulted in an easier, faster, more enjoyable way for customers to get and manage their ‘Boodle’.
Images (opinion after)
Today I learned “boodle” means money; didn’t know that one. The old logo was, as the quote says, very naïve, with an overly cute illustration of a boy and a wordmark that looked like the title of a children’s book. The new wordmark has the right intention and brings the company in line with contemporary standards of friendly web-based services but the execution is awkward. If the “oo” is meant to be a face, then the smile is strangely placed and if it’s not meant to be a face then why is one “o” underlined? The droopy “l”… I don’t like as much but I also don’t dislike it heavily. The wordmark achieves a good bounciness, though, and it’s definitely better than the old logo. The “boo” face/character is kinda fun and in animation has an interesting level of creepiness that’s somewhat amusing but not sure if that was intentional. Overall, the identity does feel like it works for the generally younger audience it’s clearly trying to attract by being playful and loose.