Grounded Loans is not your parent’s loan company. This modern online brand helps you take control of your finances in an easy, approachable and trust-worthy way.


Main designer


Creative direction
Visual identity
Web design

Shillington School of Design 2022


Develop the brand for an online platform that provides low-interest personal loans
for young adults, a demographic who might be scared of taking up a personal loan. This brand should be perceived as transparent, friendly and reliable, and should stand out in a crowded market.


Create a brand identity that engage young professionals about financial health in a fun, friendly, approachable and trust-worthy way.


The website for Grounded keeps things friendly and approachable with playful illustrations and stands out from the crowd with bright bold colours. Intuitive and clean layouts and human-focused photography puts the primary focus of Grounded on the human aspect of a loan.