Client
Mimun Yashir
Industry
Finance
Skills
brand_strategy | copywriting | visual_identity | ux_design | ui_design | website_design
A will and a way
A goal is a desire with a path. Usually, a significant part of that path is having the money – the confidence and security to take a step forward. However, an equally important part is recognizing the very possibility of progress. To move forward, you need both a destination and a horizon.
When we partnered with Mimun Yashir, one of Israel's leading consumer credit companies, the company had already helped thousands achieve their goals. After expanding into the vehicle and mortgage sectors, it was time for Mimun Yashir to achieve its own goals—aligning its brand identity with its evolution into an independent and dynamic brand.
More than money
Mimun Yashir offers significant value to its customers, and our collaborative strategic process reflected this clearly: it’s not just about financing, nor just about being direct. It’s also about flexibility, personalization, a customer-centric approach, and being present in more touchpoints than ever perceived. The bottom line is that Mimun Yashir is much more than just money. The primary focus of the brand strategy needed to shift perceptions—from being a "loan brand" to being an enabler that opens doors to possibilities and helps people take the necessary steps toward their goals. The new positioning is FINANCIAL ENABLER —capable, means well, guides the way to goal achievement. In a world where possibilities are an ever-growing necessity, the sky's the limit. The new brand essence is NOW YOU CAN. Brand values — dynamic and evolving, human, a winner, goal-oriented, and supportive—help Mimun Yashir align its self-image with its broad and updated value proposition.
Now you can
The new visual language reflects an immediate and simple experience. The new logo features a toggle that conveys an instant switch from "can't" to "can". The toggle shape also appears as an element within the brand's language. The brand color palette balances depth, professionalism, and seriousness with simplicity, fun, and lightness. Our product team translated the brand strategy into a simple, pleasant, and approachable user experience. Financing options appear in a "lobby" that presents, like a hub — for example, types of loans and mortgages. This organizes the wide range of financing solutions offered by Mimun Yashir, but in essence: it opens up a whole world of possibilities. A possibilities calculator helps turn goals into reality, showing customers the potential amount they could receive. Information is presented transparently and clearly, making it easy to grasp and find a solution. The desired user experience is not just about requesting money and receiving an offer. It’s about finding a path, connecting it to a desire, discovering new possibilities, and taking a meaningful step towards the goal.
