Fygo

FYGO offers web-based financial solutions and borrowing opportunities that are creative, affordable, available and exciting for the millions of people that are left behind, ignored, or taken advantage of by conventional financial services firms and sub-prime financial providers. As pioneers within their industry, FYGO needed a memorable brand identity to welcome customers under this promise of increased humanity and opportunity, while also addressing possible consumer reluctance in using this new media with an unassuming, disarming, familiar voice. Initially begun as Lending Networks, FYGO engaged OVO for complete brand naming, identity, management, and consulting services.

We were able to direct FYGO with qualitative insight and thought leadership, allowing the essence of the offering to dictate strategy, voice, and form. FYGO, a derivative of the words "finance" and "go", was chosen as the brand name because of its strong aural and visual humanism, succinctness, protectability, likability, potential for metaphor, and alignment with the core brand values of convenience, community, innovation, trust, and security. As a natural extension of these attributes, the FYGO trademark presents an immediately clever solution which satisfies a wanting playfulness inherent to the name without sacrificing integrity or security. Further extension into color, typography, and imagery relies upon a sound minimalism colored with optimistic overtones. The final FYGO brand is conversational and warm, positioned directly as “Your friend in finance”.