Nice Guys Loans

Payday lenders aren’t exactly known for their generosity (or their aesthetics). With sky-high rates and zero empathy, the bar wasn’t high. But Nice Guys Loans wanted to clear it by a mile. They set out to make the loan process faster, friendlier, and way less predatory. The only problem? They still looked like every other lender in the game. The name said Nice Guys, but their old site screamed "generic low-tech payday loan".

I rebranded them from the ground up—designing a modern identity and a clean, user-friendly site that actually reflected their values. Think bright colors, simple steps, and a whole library of feel-good illustrations.

The result? A 131% increase in conversion rate, 61% more completed loan applications (and surely one less shady loan site on the internet).