Laddr is a financial services provider that deeply understands tradies and the challenges they can face. It provides products specifically designed to help them stress less about money and run their business better.
insight
Big Banks don’t get it.
A tradie’s business doesn’t really work like most others. And the unique challenges they face, such as inconsistent cashflow, are often not understood or serviced by the traditional financial institutions. The result is tradie business owners feeling undervalued and underserviced. However, it also created the perfect opportunity to for someone with deep industry knowledge to come in with a solution that does work for tradies.
challenge
Create a financial brand that clearly reflects its deep understanding of the trades industry.
solution
The opposite of bank. This pretty much sums up our approach – be what the banks aren’t.
This pretty much sums up our approach – be what the banks aren’t. Starting with the name, we wanted it to be short, sharp and sound relevant to the industry. We settled on Laddr as it is relevant to the tradie world and reflects the notion of rising to success.
The banking category is filled with very corporate colours such as blue and red. So we chose a vibrant green to further set Laddr apart, and is a nod to the hi-viz world our customers live in.
From here the design was finessed, guided by the themes of clarity, simplicity and strength.
BRANDING
Standing out in market – and on-site.
Laddr's brand identity is matesy and enthusiastic, while also being supportive and caring. The Laddr logotype conveys a sense of solidarity and strength, literally portrayed through the extending ascenders. The primary brand colour is an earthy, hard-wearing green that is at home on the worksite. Fluro accents are used to add vibrancy and contrast to the digital-only brand. The brand's photography is down-to-earth and candid, showcasing the action and authenticity of the tradie world.
campaign
We developed a launch campaign for the Reece network that touched on common pain points for tradies, using playful language that drew interest.
experience
Ensuring best practice user experience for a no frills tradie target audience.
The website design started with a mobile-first experience in mind. We developed user-friendly and intuitive navigation, with custom iconography that tradies can instantly identify with. Useful and to-the-point content clearly communicates the Laddr service offering and benefits. We kept the user interface simple and obvious, and used consistent, easy-to-scan sections with clear call-to-actions.
John Moore
CEO
Laddr Finance
Strategy
Effie Demetrios
Clare Acheson
Giulia Tan
Tim Laidlaw
Luke Parker
production
Tony Sun
Adrian Beyerle
Esmat Amirahmadi
creative