A Human Approach to Financial Services
Building a more empathetic financial brand
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The debt collection industry is not known for warmth. Vesting Finance, part of Arrow Global, the European leader in credit management, wanted to change that. Their ambition was to be recognised not as a classic collection agency, but as a transparent and proactive partner in debtor management. That required a brand that looked and felt genuinely different.
The Challenge
Historically, the visual language of debt collection has been cold, bureaucratic, and intimidating, often by design. Vesting Finance needed to break from that convention entirely. The goal was a brand that communicated approachability and trustworthiness while still feeling credible and professional within the Arrow Global portfolio.
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Approach
As Creative Lead, I was responsible for the overall art direction and for facilitating the design workshops that shaped the brand direction. We explored a range of visual territories, each built around a different aspect of the Vesting Finance proposition: heritage, humanity, the balance between firmness and care, and the idea of protection.
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The logo design brought these threads together, combining sharp and rounded edges to reflect both the hard reality of debt management and the human approach Vesting Finance takes to it. The resulting visual identity was warm without being soft, and professional without being cold.
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Result
The new brand positioned Vesting Finance clearly within the Arrow Global family while establishing its own distinct character as a leader in customer orientation, approachability, and accessibility. The final presentation to the board was well received, and the new identity rolled out across all touchpoints, from the corporate website to physical signage.
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My role
As Creative Lead, I was responsible for the overall art direction and for facilitating the design workshops that shaped the brand direction.
:quality(80))
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