Advanto has a new visual identity. It was created by the agency Inveo, which is part of the investment fund V-Sharp. Our website and advertising materials for both offline and online use were also redesigned. The aim is greater appeal and playfulness, but also building trust.
The use of color on the website and promotional materials has changed, for example. “On the one hand, we wanted to use bolder colors; on the other, we wanted to build trust and also be gender-neutral,” says Advanto founder and CEO Martin Fortelný, outlining the brief.
“That's why we chose a combination of light pink and navy blue on a white background. Pink evokes playfulness, while navy blue conveys trustworthiness and stability and suits a financial product well,” says Jaroslav Holý of Inveo.cz about the solution, adding that trust and security are among the priorities when creating the visual identity of a financial product. “That's also why we now work more with photos of people,” Holý adds.
Another major change in the rebrand was the transformation of the logo. “Previously, the arrows pointed downward. Now they point upward, which carries a positive meaning. The direction of the arrows also reflects the symbolism of withdrawing part of your money before the regular payday. The arrows are separate rather than joined, and they also form a 247-degree angle, which represents the fact that users can withdraw their pay in parts, and at any time,” Holý explains.
Based on the redesign, Advanto also modernized its website. “Compared to the previous version, it now has plenty of improvements. Besides the visual side, I see the move to the intuitive and increasingly popular Webflow platform, which makes it easy to make quick, operational changes to the website, as essential. That's very important for a startup,” says UI/UX designer Lukáš Augusta, who has previously worked with companies such as Leadspicker and Creative Dock.
The advertising materials for both online and offline use, including outdoor advertising, have also been given a new look. “Physical promotional materials are important for Advanto, because making Advanto available on the employer's side is only the first step in fulfilling our mission. After that, employees themselves still need to be informed about Advanto and its benefits, in person at their workplace,” Fortelný explains.
The brand's new look is also visible in the recently published ebook, in which Advanto reports on the impact of earned wage access on employer processes and on employees' financial stability.
