Fintech with feeling


Plenti, previously RateSetter, is a fast growing fintech in Australia that offers faster, fairer loans through smart technology. To prepare for a fast approaching IPO they partnered with DesignStudio Sydney to rename and rebrand the business helping set them up for their next stage of growth.

The challenge was clear; move Plenti beyond its position as a transactional brand and business, establish longer lasting relationships with their customers and in turn shift category perceptions from uninspiring and functional to warm and compelling.


To really understand the business and uncover their internal ambition, we immersed ourselves in Plenti’s world through team workshops, customer insight sessions & investor interviews.

We dug deep into all aspects of the business from loan types, product futures, partner relations and consumer motivations. It became clear that we needed to build a brand that captured what really mattered to customers; the personal goal the loan was helping them achieve.


We began by defining a purposeful brand idea; Make it count. An action drive strategy, positioning Plenti as the smart choice, here to help consumers tap into personal motivations that power their financial decisions.

This idea informed every aspect of the brand, including the new name: Plenti. An optimistic brand in a functional space which gives the business the ability to present a more positive view of personal finance and easily extend their product line.

Visually and verbally, the identity amplifies the brand strategy, pointing back to the impact of Plenti's products. Moments of transformation between illustration and photography illustrate the imagined the possibilities of what a loan helps you achieve.

Partnering with Josep Puy we developed a suite of illustrations and animations to add warmth and charm into the brand. They help the brand to speak to complex financial topics like debt consolidation or legal loans, making them approachable and engaging.

The brand voice talks to consumers motivations; it’s not about just a better kitchen or an attractive rate. It’s about what that extra space means; bigger dinner parties, better games of hide and seek and room for you and your family to grow into.

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We’re excited to have helped Plenti pivot their business; from a transaction based product to a compelling and mature fintech, changing the way consumers think about what a personal loan brand could and should be.

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“The relaunch of the Plenti brand completes the evolution of our identity which started with our name change in 2020 and marks a meaningful and positive milestone for our business. It’s incredibly exciting to see it come to life. It's entirely representative of who Plenti is today and our future trajectory.”Daniel Foggo, Plenti CEO

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