Skip to content
Brett S. Traylor Creative Direction & Design

Oportun Financial

Brett led this project during his 17-year tenure as Thinkso’s founder and executive creative director.

We worked to rename and rebrand Progreso Financiero, a retail lender looking to expand beyond the Hispanic market that had been its focus for 10 years. We introduced ​“Oportun,” a variation of Spanish and English words that is pronounceable for any audience. We then built a bright, positive brand identity around the new name — in record time.

Cropped view framed wall poster with the Oportun logo and the Spanish phrase, "Progreso Financiero pronto se llamará."

The name ​‘Oportun’ is distinctive, fits perfectly with our brand positioning, and really hits the mark with Hispanic customers — in English and Spanish.

Juan P. Valdes, Chief Executive Officer, Oportun

The Oportun logo on the large exterior sign on the company's headquarters.
The Oportun logotype and large green-sun symbol on the window of a storefront.
Three framed Oportun retail branch posters with information and brand slogans in Spanish.

While customers can apply for loans and make payments online, the majority handle these transactions in person at hundreds of Oportun stores. While additional upgrades were being planned, we created straightforward branded environments that were simple, clean, and easy to deploy.

The Oportun logotype and green-sun symbol with the phrase "Where you financial opportunity begins," in English and Spanish.

While the naming process was a challenge, the critical work was aligning it with a design scheme that could bring the brand positioning into focus and gracefully articulate it to both English and Spanish speaking customers. Our knowledge of Spanish proved to be indispensable and allowed us to handle both the naming and general copywriting.

An open Oportun debit card package with the headline "Together we create opportunity" and a new Visa bank card.

The visual identity preserves the brand’s bright green color, formalizes the color and typographic palettes, and features the “opportunity mark”—a symbol that represents the power and potential of financial opportunity.

The cover of the Oportun brand guidelines presentation book.
A page from the Oportun brand guidelines book showing examples of the logotype.
A page from the Oportun brand guidelines book showing examples of the photographic style.
A page from the Oportun brand guidelines book showing how to use and place the green-sun brand symbol.

Brand guidelines were developed for a variety of materials including loan collateral, launch materials, store signage, and environmental graphics to maintain consistency across communications and environments.