Klover

The Ask

Klover asked for our help in rethinking their brand positioning for their existing audience as well as a new, more affluent audience in order to differentiate the Klover app from other payday lending apps and neo-banks.

The Answer

Budgeting isn't fun. But that doesn't mean Klover's brand, complete with Klover's budgeting tools and tips, shouldn't be fun. We tested this hypothesis with extensive research.

Long story short – our instincts proved correct. Klover’s existing audience is overwhelmed from dealing with their finances and are looking for a budgeting and payday lending app that doesn’t just guide them but connects with them. Klover’s aspirational audience simply wants a breathe of fresh air to make budgeting feel less like a chore.

We overhauled Klover’s voice identity to both lighten the mood as we lighten the financial load. We paired that with a visual identity that was surreal take on the everyday that would appeal to both audiences.

Then, we pulled our brand work through a summer campaign featuring the two Benjamins. What can two Benjamins do for you? Download the Klover app and get your $200 cash advance.