© 2020 Mary Delaney

I helped develop Lendonomy’s brand by creating warm, colorful illustrations.

 

Lendonomy is a Norwegian startup that helps students learn money management. We worked with them to create a brand that feels safe and authoritative, yet still modern and approachable.

 

An illustration of a squirrel shaking hands with a stork carrying a briefcase in a colorful forest

Hero Illustration

Lendonomy's founder Anzhelika was excited about the possibility of incorporating illustrations directly into the branding design, so I worked closely with her and the lead designer Dario to create layered illustrations that feature prominently throughout the site and inform the brand as a whole.

An illustration of a squirrel shaking hands with a stork carrying a briefcase in a colorful forest

Lendonomy Partnerships

Learning Money Management

An illustration of an owl teaching charts and graphs to three small animals with a background of purple leaves
An illustration of four animals wearing green sweaters with red scarves and waving flags in front of a purple mountain background

Each brand becomes a 'tribe'

An illustration of a cat taking a photo of a fox in a forest with clothes hanging on the trees

Fashion partners for an Instagram promotion

We worked first on defining the visual style and figuring out the right character design for the Lendonomy animals. We ruled out overly technical and detailed linework as looking too scientific. As I kept drawing, a world of light flat colors with textured backgrounds began to emerge. The animals took shape with exaggerated proportions balanced by delicate details in ears and faces.

An illustration of a squirrel wearing a green sweater looking at a smartphone
A pencil sketch of a squirrel shaking hands with a tall stork holding a briefcase
An illustration of an orange fox holding an acorn wearing a red sweater in front of a green background with trees
An illustration of a squirrel sitting in a tree looking at a laptop with a deer in front of a green forest background

We worked on nailing down the colors. Eventually I decided to use bold, dark colors in the background and lighter natural colors for the animals in the foreground. There were sometimes technical challenges in maintaining this contrast while keeping the shapes visible, which made the project an interesting puzzle to solve.

A sketch of the Lendonomy website showing a pencil drawing of a fox sitting at a desk studying
An illustration of three tall white birds wearing orange sweaters and glasses in front of dark purple leaves
An illustration of a mouse and a hedgehog looking at a white screen in front of orange and purple leaves

Finally we found character designs and colors that everyone liked. From there I could move on to doing compositional sketches and finding the right imagery for each theme. Dario put everything together in the web layout and even used some background elements from the illustrations throughout the design.

A screenshot of the Lendonomy website showing a colorful illustration of a squirrel and a stork shaking hands in front of a background with purple and orange leaves
A screenshot of the Lendonomy website showing a smartphone in front of a background of purple and orange leaves

Lendonomy.io