Let’s face it—loans can be a headache. Even thinking about getting one approved feels overwhelming. Can we change this perception? That was the challenge we faced when designing a brand identity for Kashti, a loan based financial institution.

We started with the name—Kashti, meaning “boat”—a symbol of support, stability, and forward movement. The visual identity followed suit, built around bold, stable tones and clean, modern typography. These choices reflect both trust and clarity, helping users feel at ease from the first glance.

The logo and design elements were crafted to convey a sense of guidance and simplicity. Whether it’s a first-time borrower or someone exploring new financial options, Kashti’s brand speaks to them with warmth and confidence.

From tone of voice to digital presence, every touchpoint was designed to feel like a helping hand—making the complex world of loans feel more human, more navigable, and ultimately, more hopeful.