Klarna, the AI powered global payments network has announce a new brand messaging, created by the in-house design team.
More on the project—Rebecca Jerndahl Tepavac, head of global brand, says: “Brand has always been an essential part of the Klarna experience. We’re growing rapidly as a company, and we needed to develop our brand identity so that it could work flexibly across a company of our size and scope, and feel relevant across our multiple markets. With this project, we’ve built on what people already love about our brand, while pushing our craft further in terms of design, voice, and overall experience. For us, good design and copy aren’t an afterthought—they’re essential to creating a strong emotional connection with our customers and partners.”
More on our visual identity—James Cullen, Klarna’s design director, says: “One of our key creative concepts was the idea of making magic from the mundane making the ordinary feel extraordinary, in a way that felt smart and intentional. You can see this everywhere from the offbeat twist in our typography, to our playful approach to art direction, where we’ve really stripped back to tell stories in a really straight up way.”
More on our tone of voice—Flo Wales Bonner, Klarna’s copy and storytelling director, says: “We developed our tone of voice and visual identity at the same time, guided by the same creative principles—so that they both have a feeling of offbeat optimism, they both feel relevant, and they’re also really clear and direct. With our tone of voice in particular, that straight talking was really important—it’s what people need when it comes to money matters. This is balanced with playful, confident wit, to lift the experience and make it feel smart, delightful, and rewarding.”