Trusty
Finance
Digital medium:
Trusty Finance
Trusty Finance is a responsible lending startup offering fast, simple and transparent personal loans ranging from $2,100 to $5,000. With a commitment to ethical lending practices, Trusty provides financial solutions that are both accessible and trustworthy, catering to individuals seeking quick financial assistance without the traditional complexities.
Building trust from the ground up
Through our discovery process with Trusty Finance, we explored the foundations of what the brand needed to be, not just visually but emotionally. We worked closely to define who their customers are: primarily younger Australians, tech-savvy, often underserved by traditional finance and seeking speed, clarity and transparency in how they access funds. We explored how those customers wanted to feel – respected, empowered and reassured – while avoiding the cold, corporate tones that plague the finance sector. Being a new player in the market, Trusty needed to feel like a modern solution, fast access to cash without the typical hassles or red tape. Our challenge was to build a brand that felt as reliable as a bank but far more human.
A brand built on trust and personality
Our approach to branding Trusty focused on bringing humanity and warmth into every visual cue. We highlighted the “us” in “Trusty” through a distinct type treatment that reinforces connection and inclusivity. Hand-drawn illustrations added a layer of playfulness and authenticity, creating a distinct voice that stood apart from conventional finance brands. To further connect with their audience, we blended these visual elements with a suite of relatable photography that captures the everyday moments of their demographic. The result is a brand that’s confident yet friendly, sharp yet approachable.
Creating digital journeys that convert
The website was designed with a sharp focus on conversion. From the outset, we ensured calls to action were always visible and easy to act on. The loan range of $2,100 to $5,000 remained front and centre, allowing users to instantly understand what was on offer. Every page element worked to guide users towards a decision point – whether that was completing an application or submitting their details for follow-up. For visitors not ready to commit immediately, we designed nurturing paths that still allowed Trusty to build a relationship. The end product is a website that moves fast and speaks directly to what users need.
Bringing the brand to life across every touchpoint
To take Trusty’s visual identity from concept to digital execution, we created a design system that brings consistency, personality and adaptability. Speech bubbles and callouts were developed as branded assets, giving the site a chat-like feel that supports Trusty’s conversational tone. These elements cater to time-poor users who want clarity without clutter. We also introduced subtle micro-animations to breathe life into key illustrations and interactions, making the experience feel modern and responsive. This system forms the backbone of Trusty’s growing digital ecosystem, ready to support new products and platforms.
I can not thank Adam and his team enough. We have continued to engage with Pink Panda since our website build and they have become a fundamental part of our business operations.
Pink Panda came highly recommended to us when looking for someone to work with for our branding and new website build. From the first interaction with Adam to every interaction with the team afterwards, they have not disappointed. Pink Panda have been such a pleasure to work with, easy to communicate with, very responsive and have always delivered exceptional work in a timely manner. We have continued to engage with Pink Panda since our website build and they have become a fundamental part of our business operations. I can not thank Adam and his team enough.
Discuss your next project
If you’re ready to bring your ideas to life, whether they’re in the early stages or fully developed, I’d love to chat about how my team and I can make it happen.
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