Checkmyfile
Checkmyfile committed to reimagining credit scores. With a rebrand and a transformation of the digital experience.
Your credit score is intertwined with your life choices. Many of your decisions affect your ability to borrow money — from mortgages and redundancies, to breakups. By collecting data from Experian, Equifax and TransUnion, Checkmyfile can show you the full picture, and the steps to know and grow your score.
Privately owned and investing in brand for the first time, our partnership with Checkmyfile reimagined the whole experience, helping users see credit as a journey, not a judgement.
Overview
The partnership
Taking Checkmyfile from a product-led business to a brand. The rebrand was followed by a collaboration on a new website and digital product.
Define
With a product built not just to let you check your score, but to help you grow it steadily in preparation for life’s big moments, Checkmyfile’s difference was clear. The strategy process helped the whole team commit to that difference, and gave them a framework to embed it across the whole organisation.
The idea
Many people avoid checking their credit score out of fear or shame. Checkmyfile reframes credit as a vehicle to help you reach a better life. A journey worth taking, step by step.
Create
Changing how people feel about checking their credit score meant reimagining the way the industry presents it. So we replaced the current dial, with its ever-present dread of red, with a more uplifting scale: The Credit Steps. A vibrant spectrum where even low numbers feel like they’ve got a bright future ahead of them.
Verbal identity
The brand voice takes the role of a mentor, highlighting the human side of credit while guiding users through their financial journey.
Illustration
The voice works in tandem with a vibrant bank of illustrations by Lan Truong. Motivational achievement badges encourage users to turn looking after their score into a habit.
Commit
We overhauled the website and product, connecting the dots between your credit score and report in one tidy ‘file’. A single, simplified dashboard makes everything more manageable and, importantly, more impactful.
The different reality
The partnership delivered far more than a new identity. A reimagined digital product was underpinned by a wider business shift, all driven by the new brand strategy.
Working with Ragged Edge has had a transformative impact on every facet of our business. Beyond shaping the strategic direction of our brand, they’ve pushed us to make brave decisions while still understanding the practicalities of implementing the brand across its various touch points. Ragged Edge truly challenged us. They never stopped building.