The Loop team has been building financial products for Canadian businesses for over a decade that exclusively focus on supporting the small business ecosystem. Loop has advocated for banking reform, pioneering low-cost funding methods for SMBs and lending more than $100M to businesses across the country.

But after numerous conversations with entrepreneurs over the past few years, it's clear that the needs of modern businesses aren't being met by banks when it comes to their financial services needs. This inspired the creation of Loop - an off-shoot of Lending Loop. Loop is a financial service that makes it easier for businesses to support the growth of cross-border businesses with multi-currency support, an extended repayment grace period and credit limits based on sales, not personal assets.

When building the brand and website for Loop, we wanted something that felt different from the traditional, stuffy bank brand without sacrificing credibility or professionalism. We designed a sleek card, built a brand identity that relied on UI illustrations and animations for approachability, and created a logo, icon system and website rooted in simplicity.