About the brand

Credilio is a full-service Digital Lending and Financial Services platform for customers, lenders and distribution channels. As an aggregator platform, its aim is to onboard sales agents, giving them access to lenders, and allowing them to provide customers a complete online, personalised experience from application to disbursement.

View the website here.


Client objective

When the client approached us, they needed help with branding and website, ready in time for an upcoming round of funding, and for the purpose of brand awareness with lender platforms. (The project was on a tight timeline from the get-go!)

The challenge in terms of creating a logo and website sitemap was that both had to appeal to two sets of target audiences: independent sales agents as well as their potential customers. The website’s purpose essentially was to establish brand presence while the actual client servicing aspect would be carried out by agents via an app. The app would have an interface for customers and a different one mirroring the customer-app for the agents.


For the logo design and tagline, we led the design process with our partner team of designers, After multiple brainstorming sessions, we arrived at a design that appropriately captured the brand offering.



The concept of the logo was to establish a sense of credibility and trust as well as convey the “aggregator function”. The logo reflects the brand name and its concept through its magnet-like shape, i.e. bringing together all stakeholders: customers, sales agents, and lenders.

Two versions of the logo were designed – one for the customer app and another for the agent app. The branding was also modified for the agent version. It was important for the client to position the agent’s role as something aspirational.  

Website design and development

As mentioned previously, the website had to address two different sets of target audiences (customers and clients), while also conveying the brand concept to funders and lending platforms. We recommended that it was best to go ahead with a separate landing page for customers and agents each, while anchoring both via the home page.

The language and tone used on the website had to be minimal and effective in conveying the concept and process, while also establishing a sense of trustworthiness and competence. 

The image search took considerable effort. On the one hand, it was important to the client that we reflect the target audiences truthfully, while on the other, it was a challenge to find appropriate images of Indians on free stock image websites. Ultimately, we were able to find a good balance of (reasonably priced) paid and free stock images.

It was also important to the client that the website convey to viewers that the service was tied to an app, so in its design language we incorporated elements that demonstrated the app functionality.

Given that the website was developed on WordPress, it was challenging to accommodate some of the more snappy features but it was important to us to be able to deliver the client’s final vision for their product. The effects also serve a functional purpose as we were able to capture   a lot more visual and textual information but in a concise manner.

Seat at the table

About the brand

Founded by Pooja Jauhari – former Group CEO of VMLY&R India and CEO of The Glitch, Seat at the Table is an investment & advisory company with a difference. It was formed with a singular purpose of creating and enabling entrepreneurial opportunities without any bias for a diverse group of individuals through investments, advice, connections and workshops.

With SATT, the attempt is to transform the entrepreneurial landscape of our country by moving beyond simply investing in startups and taking a step closer to creating a world of equal opportunity.

First contact

Founder Pooja reached out to us for a website that would communicate the ethos of the brand. She wanted the website to reflect its core value of “inclusivity”, up, front and centre.
After the website was ready, Pooja would require our help with establishing SATT’s presence on Instagram

Website Design

Along with the aesthetics of inclusivity, the client wanted to showcase a stylish and professional aesthetic that would go with the brand colours and logo that she had already finalised prior to approaching us.

Being a new company, the client did not have any images to share but we felt it was very important to have strong visuals to communicate the inclusivity aspect.

So we agreed to go ahead with illustrations with clean lines and one accent colour. We took great care to create illustrations that reflected the brand’s core message, including ‘characters’ representing a wide spectrum of society. We chose to repeat the ‘characters’ across the website to create a cohesive look and narrative.

The website has been laid out to educate the audience about SATT’s objectives and principles, while also driving them to take action – fill out respective forms for investment, advisory and workshops.

Website Development

Based on the requirements of the project, we recommended a WordPress CMS website. The website went live on June 18, 2021 and can be viewed here.

Social Media Strategy

For SATT’s Instagram page, we have been experimenting with different types of content in phases to see what works with the audience.

In Phase 1, we extended the website’s illustration-based aesthetic to SATT’s Instagram page. For the messaging, we focused on SATT’s core values and offerings.

Phase 2 onward, we diversified to text-only creatives with thoroughly researched data that grab attention. We also introduced carousel creatives that carried a narrative over several cards to draw in the audience (professionals and startup entrepreneurs) into understanding why SATT is the right fit for them as a potential investment and advisory company.

As a result of our efforts, the client receives DMs from relevant audience seeking her investment and advisory services, and thereby growing her clientele.

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