Revolutionising the loan marketplace with Loanoptions.ai

Hands-on collaboration
Julian was highly involved in the branding process from day one. He did not shy in sharing his honest opinions (especially critiques), and always brought alternative ideas and solutions to the table. His input was as valuable as our own deliveries.

Mutual trust
We didn’t always see eye-to-eye with Julian and his Loanoptions.ai team on every decision throughout the process. However, what truly mattered was the mutual respect we shared for each other’s expertise in our respective fields. Phrases like, ‘I’m not sure I like this… but since you’re the expert, I’ll trust your judgment,’ were common and highlighted the strength of our collaboration

Quality and time
One key trait we share with the Loanoptions.ai team is a commitment to quality. This shared focus enabled us to establish a reasonable deadline that balanced urgency with the time needed to deliver exceptional results.

Brand discovery
The people of Loanoptions were very authentic and down to earth people. They were knowledgeable and passionate about what they do, but they weren’t afraid to be themselves and show a bit more personality around the office. Their new office and what’s in it right now is a clear demonstration of how Loanoptions.ai is not like a lot of other companies in finance.

Empowering borrowers
They had a clear mission of borrower and people empowerment, with their proprietary AI loan matching tool as the central hero of everything. As of course, it was what the company was all about. The team was very unique and had a lot of personality; alongside their mission, this is where we outlined a clear brand direction.

Brand discovery
The wide branding strategy involved creating documentation that covered all these key central foundations and elements for building a strongly memorable and consistent brand:

• Story
• Purpose
• Mission
• Vision
• Values
• Positioning
• Tone of Voice
• Messaging

Loanoptions.ai already had an existing ‘AiLo’ robot character on site. Although at the stage where AIIMS came in, it was just a shadow or black silhouette figure. So we wanted to do something with it.

We gave it a clear ‘vigilante’ re-design. AiLo became a heroic mascot for the Loanoptions.ai brand, but with some added playfulness to make him a relatable and positive character to the user.

Ideas and feedback that elevated the design
Julian was very involved in the creation of Ailo. He commented wanting to add DC’s “The Flash” ear design as inspiration, using the new logo we’ve made for him. His input helped add some pop culture flavour that synergised with the Loanoptions.ai team’s personality and brand.

We created a selfless, ‘robin-hood’ hero that battled against those taking advantage of people’s loan outcomes — the grain of industry norms. He wasn’t scared to go against often established complacencies, and had the bravery, innovation, and imagination to do something different to equip and empower others.

Through the time that Loanoptions.ai has been a Challenger at AIIMS, the implementations and ways we’ve explored their branding has continued to evolve.

As a Stage 2 Approach, AIIMS has also invested in building and showing off the visual identity with branded car wraps.

One of our designers, Jesse, also made a physical figurine for Ailo. You can see him if you ever pop into the LoanOptions office at Rhodes.

You can also see the evolution of these changes on the website.

The production team for Loanoptions.ai at AIIMS Group did everything, from animations, videos of using widgets, and testimonials to podcasts and capturing events.

There was a lot of opportunity to show off the fun and passionate people at Loanoptions.ai bring with them, with the events that LO would throw or join and become a part of.

We also did shoots at the Melbourne Cup (twice!), the Rugby League they sponsor, give aways and networking events.