Branch, based in San Francisco and Nairobi, has a mission to deliver world-class financial services to emerging markets. In Kenya and Tanzania where Branch operates, credit scores don’t exist and the outdated systems of traditional banks make it nearly impossible for an average person to get a loan. And while mobile services are in demand, consumers are still skeptical about trusting new brands, especially when it comes to financial services. Branch saw an opportunity to change this by using data science to qualify applicants and offer them loans in a matter of minutes, right through their smartphone.
We partnered with Branch to shape the company’s brand identity, giving it a global, aspirational look and feel that establishes it with a new audience. We designed the Branch app around straightforward messages that give customers just the information they need, just when they need it. There’s no confusion around fees or how and when to repay. And a chat feature lets users ask questions directly through the app and get responses from an actual person, in seconds.