From Likvidum to Trygga

Likvidum was a loan comparison site that had grown organically as a challenger brand. That exponential growth had stalled, and reaching new audiences became the key to getting back on a strong growth curve.

During the pre-study we learned that the name Likvidum made it considerably harder to reach new audiences, since it carried negative associations.

Several market surveys and other data from both existing and potential customers showed that safety and security were by far the most important factors when taking out a loan. Looking closer at Likvidum's internal selection processes, we saw a company that genuinely puts security, safety and transparency first.

After a series of workshops — and a hunt for available domains — we landed on a new name: Trygga (Swedish for safe). To carry the brand promise we developed a manifesto together with a new brand identity, imagery, communication assets and a new website.