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New positioning and visual identity for Norway's largest debt collection company

  • Client Kredinor
  • Project New positioning and visual identity
  • Year 2022-2023

Delivery

Design Visual identity Animation brand strategy Communication Film

 

Kredinor, Norway's largest debt collection company with a history in debt management since 1905, merged with Modhi in 2021. The company was ready to tackle the stigma surrounding the debt collection industry and make it easier for individuals and businesses to manage their finances. However, despite having a strategy in place, there was still a need to clarify the company’s position and personality to improve storytelling.

Challenge

The challenge was to create a clearer brand platform, a communication concept suited for B2C, and a visual concept that would provide a comprehensive platform.

This would make it easier for Kredinor’s leadership team to make decisions based on what was right for the company rather than personal visual preferences.

The ultimate goal was to shift the brand perception from being seen as a "punisher" to becoming a "best friend" for customers—a significant transformation for a company in this industry.

Solution

The design system was built around a distinct symbol that acted as a catalyst for the rest of the brand identity.
To reflect the new positioning, the focus was on making Kredinor's language and overall appearance more accessible and approachable. The goal was to redesign the user experience so that those interacting with the company would feel less stress and, instead, leave with a sense of relief and accomplishment.

The new brand identity gives Kredinor a toolkit that works across the communication channels currently in use, with a "volume button" feature that allows the communication to be adjusted based on the target audience and platform. This flexibility ensures that the messaging can be tailored to different contexts, from formal corporate environments to more personal customer interactions.

Kredinor’s brand now embodies a friendlier, more supportive approach to debt management, positioning itself as a company that helps people take control of their financial challenges with empathy and understanding.

Results

With the new brand identity and communication approach, Kredinor is well-equipped to embark on its next journey, fostering better customer relationships and a more positive perception of the debt management industry.
The change from a “punishing” figure to a “supportive friend” is a significant step in reshaping the brand’s role in society.

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Kontaktpersoner

  • Tonje Jæger

    Tonje Jæger

    TRY Design

    Head of Design

    tonje@try.no

    +47 911 29 219

  • Helen Holthe

    Helen Holthe

    TRY Design

    Brand Consultant

    helen.holthe@try.no

    +47 992 84 801

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