Frec makes margin loans more accessible. We helped Frec explain why that mattered. To build Frec’s brand identity from scratch, we focused on the benefit of margin lending (aka getting smart, lower-interest loans backed by equities you already own). We built Frec’s positioning, verbal identity, and visual identity in time for their beta launch.

Brand Positioning
We simplified the complexity of Frec’s central story. After interviews with Frec’s investor-customers, founder, and teammates, one thing was clear: margin loans make all kinds of things possible.

Verbal Identity
We created a tone of voice that demystified margin lending. Our messaging principles helped the Frec team highlight impact over financial intricacies, and we aligned on what we call these special loans to keep everything consistent: margin loans. We put the verbal identity to work in active copy across a variety of channels, from longform copy like Frec’s press boilerplate to short, snappy lines for SEO and website headlines.

Visual Identity
For the visual identity, we built a system around the idea of unlocking—whether that’s the next step or the bigger picture. We crafted a framing device to highlight different things people can unlock with margin loans, from travel to investing in environmental impact to renovating the house. The wordmark is built from the same shapes and corners of the framing device, making them transition seamlessly and open to endless positions and possibilities. Imagery is both aspirational and achievable—an accurate reflection of what’s possible for Frec’s first audience of focus and what they value.