Learn constantly is one of the standards we work and serve by at Kumveka. That means when we come across great branding or marketing, we want to see what we can glean—and share it with you. Today, we take a look at four ways Kiva’s recent rebrand positions them for the future.
A pioneer in the microfinance loan space, Kiva connects borrowers who need capital with lenders who want to give. More than 1.5 million lenders have used Kiva to make $8.5 million in loans since the organization’s founding in 2005.
Ten years into their mission, Kiva was at a change point. It was time to bring together their main product offering–small loans to borrowers in the developing world–with the microfinance opportunities they’d piloted in the U.S. through a beta program. And it was important to communicate it all on a responsive website that worked across all mobile devices. This opened the door to refresh their visuals and messaging at the same time. Here’s how those changes move Kiva forward.
1. A unified offering creates a cohesive message.
Kiva actually had two different product offerings. Since 2009, they facilitated loans to U.S. borrowers on a beta site known as Kiva Zip. The brand refresh allowed them to unite this work on their main site, which had previously focused on loans in the developing world.
>> Why it matters: A singular, cohesive message makes it easier for both Kiva’s internal stakeholders and their fans to talk about the work happening around the world.
2. Clear messages drive action.
A unified Kiva led to clarified, strengthened messages. These messages are brief but compelling, speaking to the organization’s core beliefs and motivating lenders to give.
They also utilize testimonial quotes to engage lenders and illustrate the impact of funding a loan.
>> Why it matters: Using quotations like this helps build trust in the organization and demonstrates results that validate a donor’s decision to give. They act as proof you can trust them and make an impact.
3. Refreshed visuals enhance the brand.
In addition to uniting their offering and creating new messaging, Kiva also refreshed their wordmark logo. It’s modernized and translates better across applications, yet incorporates the leaves on the K as a nod to the old logo and the agricultural loans that were an early focus of the organization.
>> Why it matters: Emotionally, this is a visual signal of the deeper changes taking place gives more legs to the announcement of connection between Kiva and Kiva Zip. It’s an important signal internally and externally.
4. A redesigned website brings it all together.
The product offering, messaging, and visuals come together on Kiva’s redesigned website. It works easily across devices and platforms, and clearly walks users through the lending process on the home page. Navigation makes it simple for users to lend to people, countries, or causes that are meaningful to them.
>> Why it matters: All of this work has to lead to making it easier for people to DO the thing you want them to do – both physically and emotionally. Kiva’s website does just that.