“The Road Less Dotted”
(Est. 2017) “Laurel Road is the national online lending division of Darien Rowayton Bank. FDIC-insured and established in 2006, Darien Rowayton Bank has helped thousands of professionals with graduate and undergraduate degrees across the country to refinance and consolidate over $2.5 billion in federal and private school loans, saving these borrowers thousands of dollars each. Darien Rowayton Bank is a Connecticut-chartered bank, Member FDIC, and an Equal Housing/Opportunity Lender.”
Laurel Road press release
“The name itself – ‘Laurel Road’ – speaks to the path that people tread on their way to success, and was a real source of inspiration for how we brought the brand to life,” Brand Union Associate Director, Strategy Jessica Lehmann explains. “We built a rich story around that idea, so it was important that the design emphasized the journey too, using imagery and visual cues to connote roads and paths, while incorporating the idea of freedom that one feels when financially unburdened. The brand we created places the consumer at the center and reflects the sense of optimism that the company’s target audience has for the future.”
With Laurel Road’s message of “Rewarding Determination,” Brand Union weaves a narrative that focuses on appealing to individuals who have proven themselves to be aspirational, accomplished and dedicated, and deserve recognition for that with financial products that will not only save them money but are also easy to use and integrate into their lives.
Images (opinion after)
The name for this is confusing in a weird way… like, am I supposed to know what or where Laurel Rd. is? Maybe I’m not as deep as I should be in the lending game but I feel like I totally don’t get the name at all, a feeling further enhance by the logo that looks like it would be perfect for a bus company. I’m not trying to be dense… I get the connection between road and lending and the future and going places and all that but there is something very heavy-handed about the imagery and graphics to not think “transportation”. But let’s assume this all makes sense… the logo is trying very hard to be cool, with the lowercase approach and the unconventional “r”s that stand out harshly — not necessarily in a good way — from the round letters around them while the dot-line graphic cuts abruptly through the name. In application, the dot-line graphic gets used as an underline but the tight spacing with the words in contrast with the loose letter-spacing is really awkward and all the copywriting comes across as too philosophical for its own good. The icon set is nice but it looks like it belongs to another project. Overall, they get some bonus points from doing something different but both concept and execution aren’t the smooth road the project description offers.