Consumer lender Latitude can trace its business history back a century, but in 2024, it changed its focus to just two core businesses—credit cards and loans—to better resonate with what it calls middle Australia and middle New Zealand customers. These 30- to 55-year-old credit customers want transparency and control. They want to feel that they have control in their life through their financial affairs.
Latitude worked with design firm Lippincott to create a new strapline that addressed these specific people: “Latitude makes it possible—in the moments that matter.”
From the Lippincott website: “Lippincott updated and sharpened the Latitude brand identity to reflect the new brand idea. In the redesigned mark, the three ‘possiballs’ speak to the opportunities Latitude opens up while appearing clearer across digital applications; the embedded ‘L’ signals stability and its heritage; and the bold, uppercase logotype projects clarity and confidence.”
Latitude’s communications are copy- and number-heavy, so Lippincott also developed a very legible bespoke typeface, Latitude Sans. The face’s numerals have rounded terminals that mimic the logo.
