Probably provides small businesses with working capital loans and equipment financing solutions to help grow their businesses and make their goals a reality.
Probably takes the complexity out of small business loans, making them simple, flexible, and accessible. Their mission is a humble one – to provide people with access to the funds that they need to grow their businesses and reach their goals. And their company values include positivity, progress, and possibility.
branding for Probably didn’t exist.
The initial problem was that the branding for Probably didn’t exist. Regents Capital Corporation, the parent company from which Probably was created, already had an identity of its own, and it was meant to exist as a separate entity from Probably. Though their services were fairly similar, each company was meant to appeal to its own demographic. JSL needed to find a way to distinguish Probably from its’ parent company without alienating itself as well.
Creating the Brand
The Final Look
Designing the Website
It was feedback that we anticipated based on the direction of their logo. But one person’s interpretation of “modern” might be someone else’s interpretation of “edgy.” And for that reason, our designer created two versions of the same homepage wireframe to present – a “light” version and a “dark” version. The dark version was the designer’s interpretation of what “modern” meant. However, concerned that using dark colors so prevalently might come across as heavy, they also presented an alternate version in which white and light gray were the dominant colors used.
Probably selected the darker version of the wireframe because it worked better with the repurposed pie chart graphic that they had become fond of when it wasn’t directly attached to their logo.