Brand elevator (short):
Changed helps people pay off debt faster with automated micro-payments and a personalized payoff plan. Simple, dependable, and encouraging.
Brand overview (long):
Changed is a fintech app built to make paying off debt feel empowering, not overwhelming. Users link accounts, we analyze balances and rates, then automate smart transfers that chip away at what they owe—backed by clear progress and guidance. Tone is relatable, friendly, and optimistic. We lead with empathy and real-life experience. U.S. only.
Voice & values:
Relatable & empathetic (we’ve lived debt)
Fun & encouraging (payoff doesn’t have to be boring)
Dependable & transparent (keep claims grounded)
Simple & clear (plain language; avoid jargon)
Credibility (approved phrasing publishers may use):
“As seen on ABC’s Shark Tank. Founders Nick and Dan secured an investment from Mark Cuban.”
“Changed appeared on Shark Tank and received a deal from Mark Cuban.”
“Backed by investor Mark Cuban following the founders’ Shark Tank appearance.”
One-line value props (publishers can reuse):
Automates extra payments so debt goes down faster
Personalized plan and progress tracking
Works with major debts (credit cards, student loans)
Low friction: set it up once, see steady progress
Approved CTAs:
Start your plan with Changed
Get the app and pay down debt faster
Automate small transfers toward your debt
Claims & compliance guardrails:
Do not promise guaranteed results, specific timelines, or fixed interest savings. Use “can help,” “may,” or “aims to.”
Do not imply Changed is a bank or lender or that we make credit decisions.
Include a clear affiliate disclosure (#ad).
Do not invent coupon codes or list “sitewide discounts.”
Avoid superlatives without support (“#1 best app”).
Name & mascot:
Brand: Changed (capital C)
Mascot: Penny the squirrel (use the provided logo/mark; no alterations). (Logo lockups are shown in the deck.)
Logo usage:
Use official logo files. Approved configurations show the mark on white or reversed (light logo on brand color backgrounds). Do not stretch, recolor, or add effects. (See “Changed Logos” examples in the deck, pages 4–5.)
Typography:
Montserrat – Bold for headlines, Semi-Bold for subheads, Regular for body. (Deck: “Font and Color Usage”.)
Brand colors :
Blues: #2A5CFF, #002395, #00C6FA, #2B5BFF
Orange family: #EB6626, #F0A22F, #F4835F
Accent/neutral: #4DD865, #2A4158, #6E6E77
Icons & illustrations:
Icons: simple, outline style.
Illustrations: detailed isometric style. (See “Icons” and “Illustrations” pages.)
Screenshots/assets publishers may show:
App home/progress, plan setup, transfer confirmation. Avoid PII or real customer data unless provided.
Branding Guidelines Deck:
https://drive.google.com/file/d/1_euwq3TB-ESmqAXxW14ESdSNFDxtU3_D/view?usp=sharing
Legal footer (include when space allows):
Changed is not a bank. Banking services are provided by partner financial institutions. Results vary and are not guaranteed. See app for terms and guidelines.
