Making borrowing responsible


In an economy where it’s almost impossible for small businesses to get traditional loans, Lendr offers fast, friction-free cash advances to help small- and medium-sized businesses grow. Lendr’s unique approach is one that considers customers’ complete business picture—the health of their business, real-time performance, and long-term potential, in order to better customize a plan that works for them.

WHQ was tasked with naming and branding. Our goal was to make a trustworthy brand that would bring modernity and simplicity to the business of lending. After defining the brand attributes — trustworthy, honest, proactive, and caring — we provided multiple naming concepts. One stood out from the crowd, fitting the friendly but professional character of the company — Lendr. The identity pairs a contemporary typeface that feels financial and friendly with an emotive icon that represents the growth of customers’ businesses.


  • Website
  • Digital Product
  • Branding