When Swedish Unicorn Klarna launched their new profile, they needed to show that they weren’t an average bank. To make this new stance and also keep all future activities together, they launched a creative concept called “Smoooth” (yes, it needs three o’s, thats how smoooth it is). 

Smooth was implemented in all touchpoints. This doesn’t only include a new logo and graphic identity, but also in ads, tonality, icons, user experience and onboarding. 

One of their most extraordinary campaigns featured the controversial rapper and entrepreneur Snoop Dogg. He “changed his name” to Smoooth Dogg during the campaign, became a leading figure in a broad marketing campaign and, according to the company, also joined as a co-owner. The news was widely circulated in financial and marketing circles creating a huge marketing buzz.