Livfin is an upcoming non-banking finance company based out of Gurgaon, India. They provide short-term loans to assist small and medium enterprises (SME’s). We were approached by their team to help them visualize their brand ethos by creating a logo mark, brand collateral, and website.

Unlike most other NBFC’s, Livfin provides highly personalized loans. We wanted to capture this human-centric ethos through our branding. Working with a flexible new tagline “Taking a Loan, Reimagined” allowed Ampersand to communicate the shapes this personalization could take, across various media and deliverables. From personifying the ‘i’ in the logo to making stylised illustrations, our team sought to embody the warmth and personal touch that defines Livfin.

Project Category

Brand Identity

Project Mangaer

Deepti Sahijpal Gohri


Mallika Tandon, Subahlakshmi Chandra, Vikramaditya Sharma


Rahul Alam, Shaveta Bakshi

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