In the UK, the average renter needs a large deposit upfront to secure a new home. Fronted is a London-based fintech startup aiming to make life easier for first-time renters by lending the cash needed for a deposit. For many young people, this is a huge amount of money and a loan is often needed to cover the payment upfront. Currently, loans at this size are costly, complex and not easily accessible. Affordable and easily accessible deposits are the ‘key’ to unlocking the potential of increased social mobility.

Young renters are looking to trust Fronted to help them make that move—our challenge was to reach these renters and champion their cause. Fronted challenged us to create a cohesive brand identity on a budget which would convey they are a serious financial company interested in working with younger borrowers on deposit loans.

We brought the idea of easily accessible deposits to life through the F of the Fronted logo, which works both as a key to symbolise the unlocking of increased social mobility and a flag to signal Fronted’s championing role for renters. This logo shape echoes the motif used throughout.

We then built a simple toolkit that would be easy to use and expand upon as Fronted grew. The wider brand identity speaks to the modern renter with fresh, joyful colors accenting a reassuring dark navy. The navy feels stable and financially-secure and a warm fresh yellow feels like home. Modern illustrations in a secondary color palette make the identity more distinct and unique while giving the Fronted team more structure going forward. The illustrations reflect the way we live now, bringing the concept of Fronted helping to bring you home full circle.

The new brand identity comes to life on the interactive website (www.fronted.rent), on the Fronted social channels and in the new app launching later this year. And the future is bright, Fronted has already received national recognition by appearing on The Sunday Times 100 Start-Ups to Watch list. Since going live this year, it is already building brand recognition and getting callouts within their space include mentions in The Fintech Times ‘Fintech50’ and in The Times.