Borrowing money should be simple. That’s why financial services disruptor Borrowell’s convenient online borrowing service has helped transform Canada’s lending marketplace. Our role included naming, positioning, identity design and guidelines. The symbol, based on overlapping “liquid” elements, reflects the powerful community of lenders and borrowers at the heart of the business model. Borrowell’s upbeat mantra – Live well. Save well. – creates a succinct value proposition that’s grown dramatically from start-up to a major player. 


Brand strategy / Naming / Tagline / Visual identity system and guidelines