Elevant is an Australian personal loans business that sought a new brand narrative that would elevate the company beyond lending and, instead, build a brand that focused on enriching lives through education, support, and empowerment.

The identity design, created by Percept, intends to express a sense of elevation, progress, and the pulse of life — capturing the brand’s forward-thinking spirit and symbolising uplift, financial momentum and emotional confidence. All of this is simply conveyed through a logo of transitioning ovals in an upward and diagonal momentum, held within a circle. Soft, transitional and distinct, supporting the new narrative and somewhat borrowing from Japanese logos of the 1960s.