Shaking up the payday loan market

Hock & Go

Project Information +

We engaged the Embark team to help us design a new brand from the ground up and we couldn't happier with the process and the end result. I believe it was the first time that Embark had worked on branding in our specific industry but that didn't matter. Their process to dig deep into the DNA of our brand, and their passion & enthusiasm to bring it to life was a great fit for us.

Mark Hodgson

Business Leader, Strategy & Operations, Hock and Go

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What we did

Brand

Content

Strategy

Proud points

Sustainability focus

A strong looking, super friendly brand.

Already well established in the secondhand goods retail market with four stores in and around Brisbane, Hock & Go planned to shake up the market and expand to the Gold Coast. The team needed a brand to bring their vision to make payday loans easy and accessible to life. The concept was to create a more approachable product that would better serve their customers and remove the taboo around purchasing secondhand goods or hocking goods for quick cash.

To get an in-depth understanding of their well-established business, we visited their current stores for some insights. While the team wanted to attract a new customer, it was important to continue appealing to their current customer base as well.

Each of the elements of the brand works together to create a personality that resonates across the business and marketing channels. Yellow steals the show as our friendly and approachable hero colour, with black and white as the support act. We had a clear vision for the font but finding the right one with just the right amount of character was challenging. We cracked it eventually! The tone of voice is casual, cheeky and cool. We played around with pop culture phrases to make the brand fresh and approachable.