AskIf is a platform business that provides loans to credit-worthy small businesses facing challenges securing funding from mainstream lenders, aiming to bridge the annual £2.2bn+ gap for SMEs in the UK. We were tasked with rebranding AskIf, and our conclusion led us to a concept centered around adaptability, fostering an environment of trust. The logo's variable nature serves as the core element, characterized by dynamic simplicity and expandability. The logo seamlessly transitions into footage, this is what we define as the "window of hope". This dynamic identity not only symbolizes adaptability but also aligns with AskIf's commitment to providing a reliable and trustworthy platform for businesses in need.

Client AskIf
For Lyon&Lyon