Matt Romo | Identity Designer & Art Director for Modern Brands
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Sagent

Brand identity for Sagent, a fintech innovator in loan servicing. A bold flight motif and modern visuals reflect human-first innovation and industry change.

Sagent logo symbol featuring an abstract asymmetrical wing in motion, rendered in layered purple tones on a dark background, representing innovation and forward movement.

Sagent // Fintech Loan Servicing Rebrand

Revolutionizing Loan Servicing

A Human-Centered Identity for the Future of Fintech

Collaboration with La Visual, Inc.

Note: While the final identity was never implemented by the client, this work represents a full engagement and the strategic direction approved during development.

 

Strategy & Concept

Sagent, a leading fintech company, set out to reimagine the future of loan servicing and homeownership. Their goal was to simplify and secure the lending process for millions — not just through automation and innovation, but by placing people at the heart of every experience. The brand challenge: create an identity that reflects their mission to transform the loan servicing industry with technology and empathy.

Our strategy was to channel Sagent’s bold, inventive spirit — a team of change-makers driven to disrupt the status quo. Their conversational tone, human-first philosophy, and forward-looking solutions informed every aspect of the branding. The positioning statement, “The only fintech company revolutionizing the servicing industry through automation and innovation to benefit humans,” became our north star.

Inspired by Thales’ Circle Theorem, we introduced the concept of Flight — a symbol of Sagent’s ability to help customers rise above complexity and see a clearer financial future. A wing in motion became the metaphor for innovation, insight, and momentum.

Execution

The final identity system drew from the Flight concept, with a logo built around an asymmetrical wing enclosed in a circle — signaling elevation, balance, and precision. The logo paid homage to both ancient wisdom and modern progress, capturing Sagent’s dual identity as both a trusted guide and a tech disruptor in financial services.

A custom pattern system emerged from the logo’s geometry, creating a dynamic and cohesive brand toolkit. The color palette featured cool greys and blacks, brought to life with Aeros Purple — a vibrant tone chosen to reflect energy, innovation, and optimism. The brand’s contemporary sans-serif typeface, Mori, reinforced its confident, accessible personality.

The result was a bold brand built for the future — one that encapsulates Sagent’s mission to rewrite the future of loan servicing through human-first innovation, reliability, and clarity.

Black-and-white photo of a classical sculpture overlaid with a violet geometric diagram illustrating Thales’ Circle Theorem, symbolizing the mathematical and philosophical foundation behind Sagent’s brand mark.
Diagram showing the geometric construction of Sagent’s logo using Thales' Circle Theorem, with multiple chord and angle constructions labeled by degree, illustrating how the wing shape was derived.
Sagent combination mark featuring a light gray wordmark paired with a layered purple wing symbol on a dark background, representing motion, clarity, and innovation.
Diagram showing the evolution of Sagent’s brand pattern system, with angular motifs extracted from the Flight logo and recomposed into bold, abstract geometric layouts in black and purple.
Sagent business card partially tucked under translucent purple material, featuring a black background with bold geometric brand pattern and light gray wordmark.
Sagent branded print collateral including letterhead, business cards, and envelope, all featuring the Flight logo and purple accent color against a black background.
Sagent-branded black water bottle with vertical logo and a purple cap, next to a name badge mockup on a matching purple background featuring the Flight mark and employee photo.
Sagent branded envelope and business card mockup on a black background, featuring the Flight logo, minimalist contact details, and a bold geometric purple pattern on the card.
Modern illuminated sign on a dark building facade featuring Sagent’s abstract wing logo in layered purple tones against a white background.
Tablet mockup displaying Sagent’s fintech dashboard interface with dark mode styling, purple accents, performance graphs, task cards, and a data visualization ring chart.
Three vertically aligned Sagent posters featuring brand messages like “Striving for better, every day,” “Making customers feel like people, not numbers,” and “Always listening, Always improving”
A laptop screen displaying the Sagent website homepage featuring the tagline “Connecting consumers & operators through simplified processes” alongside a grayscale portrait and intersecting violet geometry.
A 3×3 grid of pitch deck slides for Sagent featuring bold layouts, app mockups, data visualizations, and brand messaging in a high-contrast purple, gray, and black color scheme.
Three smartphones displaying screens from Sagent’s mobile app: onboarding screen, brand splash screen, and payment dashboard with bold, tech-centric visuals in black, white, and Aeros Purple.
A set of Sagent-branded print materials including a letterhead, envelope, business cards, and a custom clip. The layout showcases a blend of black, white, and Aeros Purple with geometric precision.
A city street hoarding features Sagent’s branding with a large typographic message—“Connecting consumers and operators through simplified processes”