Zable

Our brief

Consumer finance specialists, Lendable, use technology to provide customers with fast and efficient access to credit. Lendable, invited Fabrik to help re-launch its credit card in an incredibly competitive space under a new name, Zable.

We began with a brand sprint workshop, allowing our team to ask questions about the product benefits, the ethos of the company and its aspirations for the brand. We discussed the competitive space and where Zable could stand out.

And then we set to work…

Our input

We began with a brand sprint workshop, allowing our team to ask questions about the product benefits, the ethos of the company and its aspirations for the brand. We discussed the competitive space and where Zable could stand out.

We identified several keywords associated with the brand, including fast, efficient, agile, simple, confident and friendly. Zable is like a trusted friend who knows you well and wants to help. As a financial product, the business wanted to portray a level of seriousness, and it didn’t want to be too playful.

Our output

We developed a series of mood boards to explore how the Zable brand could look and feel, from logo concepts to picking the all-important colours and typography. These explored several options in the first instance. We shortlisted the strongest candidates together, following a review with key stakeholders.

The chosen symbol for the logo is a flexible shape derived from a ‘Z’. It represents the brand’s agility, adaptability and empowering efficiency. It’s a flexible and friendly symbol paired alongside a simple type mark that is rounded and friendly.

The chosen colours used a pair of blue tones, light and dark, to maximise contrast. The Zable card uses a lighter shade of blue, which stands out in the space, yet still feels confident and trusted.

The Zable identity has rolled out across all channels, including the online presence and the Zable app.

What we did

• Brand workshop
• Research
• Mood-boards
• Brand identity