Siyaphila Loans Rebrand
Creative Direction · Brand Strategy · Visual Identity
Creative Direction · Brand Strategy · Visual Identity
Siyaphila Loans, formerly Selective Loans, approached us to redefine their brand and differentiate themselves in the competitive, often mistrusted micro-lending space. The goal was to create a brand that feels human, empowering, and trustworthy to both employers and employees.
I led the creative direction, shaping the brand around the meaning of Siyaphila, which translates to “we are living, we are thriving.” This became the foundation for the brand’s voice, positioning, and design.
The tagline, “Get a Loan That Lifts, Not Locks” captures Siyaphila’s commitment to offering financial support that helps people move forward with confidence. We crafted a wordmark logo that symbolizes a "small loan", uplifting people toward a brighter future/tomorrow.
The visual identity draws on themes of growth and renewal. A warm, sunrise-inspired color palette conveys optimism, while clean typography reinforces trust and clarity. Human-centered imagery highlights stories of dignity and transformation, illustrating the positive impact of responsible lending.
