Latitude

Latitude, the largest non-bank consumer lender in Australia and New Zealand, traces its roots back over a century. In 2024, its leadership sharpened the business—becoming leaner by refocusing on core markets—injecting fresh momentum across the company and into the lives of the customers, retail partners and brokers it serves.

That renewed energy demanded a brand that mirrored the company’s evolution. The brief was simple but strategic—build on commercial momentum by simplifying and modernizing the Latitude brand toolkit and overall identity, enabling it to be deployed at scale and help drive acquisition, engagement and growth.

Research homed in on the primary audience as ‘Middle Australia and Middle New Zealand’ — 30–55, savvy everyday users of credit who want transparency, control, and to feel empowered. Lippincott built the brand on a single, unifying idea: Latitude makes it possible — in the moments that matter. That promise was calibrated to be about the immediate and prescriptive as a blueprint for product, communications and culture.

Latitude’s previous brand identity reflected an earlier chapter of the business built around younger audiences and buy‑now‑pay‑later functionality. We reoriented the expression to equally embody Latitude’s two core businesses — credit cards and loans—and resonate with the broader “middle Australia and New Zealand” customer at the heart of its growth.

Lippincott updated and sharpened the Latitude brand identity to reflect the new brand idea. In the redesigned mark, the three “possiballs” speak to the opportunities Latitude opens up while appearing clearer across digital applications; the embedded “L” signals stability and its heritage; and the bold, uppercase logotype projects clarity and confidence.

Drawing on the brand's established brand color associations, we kept blue as the anchor color, but we simplified and intensified it. We removed competing pastels and refined the palette to tonal blues inspired by a morning sky, using gentle gradients to evoke the quiet promise of a new day and the sense of onward possibility.

Because so much of Latitude’s communications are copy‑and‑number‑heavy, typography became a strategic tool. We designed Latitude Sans with bespoke numerals whose rounded terminals mirror the visual identity—making numbers feel integrated and unmistakably on‑brand.

The resulting identity is dependable yet distinctive: candid, easy to do business with, and ready for scale. A streamlined visual toolkit replaces fragmentation with a cohesive system built for simplicity and speed. It’s purpose‑built for a decentralized marketing model, enabling non‑designers to deploy the brand consistently at scale through modular components, accessible UI choices for digital experiences, and photography that captures authentic customer moments.

Today, Latitude is a modern, dynamic lender—data‑led, digitally native, and united by a clear purpose: making it possible for everyday Australians and New Zealanders to get more from their finances. From a single‑store credit scheme to a multi‑billion-dollar platform across two countries, the company’s evolution is sharpened by a relentless focus on better outcomes for customers, partners, and shareholders. With a clearer brand and a toolkit built for growth, Latitude is poised to turn everyday opportunities into real progress for its audiences.