Brand Redesign

Canadian Consumer Finance Association


We recently worked with Canadian Consumer Finance Association (formerly Canadian Payday Loan Association) to redesign the logo, website, business cards, and store stickers. They advocate for retail chains like Money Mart and Cash Money.

Our first steps to redesigning their brand was to analyze what they have so far. They wanted their logo to have a new look as well as their website. The previous website had a lot of content that was either loose, or irrelevant and mainly used the colour red. Immediately, we suggested a soft blue to illustrate a calming sense rather than a red that speaks “red flag”.

Our next step was to come up with a few options for their new logo that instantly said “canadian” in a visual manner as well as incorporated the acronym CCFA. We came up with a half leaf and the letters CCFA next to it, then spelled out the company name beside it. We wanted to treat the logo with 2 elements. The leaf and the full name, so in different applications like profile images such as twitter, the leaf element can be used. We wanted it to be easily identifiable but subdued at the same time because the company works behind the scenes with the Canadian government.

The website had to have a content management system to make editing easy and so we installed WordPress. The previous website was non responsive and was solely a .php based website with no CMS. They wanted the website to be simple, straightforward, and user friendly. Our final design helped carry all the points they mentioned in regards to information being easily presented as well as the homepage giving a sense of who uses the services of a loan store.

We continue to work with CCFA as a valued client and help them wherever possible. We thank them as a client and in their hard work for the public.