Credit Dial Becomes Credit Steps
Checkmyfile, a UK credit report service, has unveiled a rebrand developed by Ragged Edge. Nearly half of adults in the UK have never checked their credit score and fear is one of the major barriers. The new brand, says the firm, is an opportunity to reimagine how people engage with credit. “While we’re loved by those who know us, we wanted a new generation to discover us, and for all our subscribers to get the most from our product,” says Chris Stamp, Managing Director at Checkmyfile. “To achieve this, we needed to spark industry change by transforming the relationships people have with their finances, from seeing credit as a judgmental score, to a number you can build. So this rebrand couldn’t just be cosmetic, it needed to change us from inside and out.”
Ragged Edge delivered a strategic approach that seeks to impact the company’s daily interactions with customers and overhaul the digital experience, creating a visual identity designed to help people build towards their life goals in positive, practical ways.
To that end, Ragged Edge expanded the credit dial into ‘Credit Steps,’ a 10-step spectrum that focuses on progress and potential. This visual shift encourages users to see credit as a journey, not a judgement, emphasizing that improvement is always possible, no matter where they start. The teams transformed Checkmyfile’s previously complex and static dashboard into something simpler and proactive — encouraging users to take control of their data with step-by-step guidance on score improvement.
The creation of the new Credit Steps unlocked the identity, and a feeling of steady progress lives through every brand element. Polarizing colors are gone, replaced with soft oranges and pinks that create a spectrum that moves from neutral to positive – reinforcing progress over perfection. The rebrand also incorporates a playful, imaginative use of illustration, crafted with illustrator Lan Truong. Each illustration reflects a brighter, more optimistic financial future, encouraging people to engage with their credit in a meaningful way. “The industry primarily uses stock photography; we wanted to bring something different. We think this is a beautiful departure,” says Luke Woodhouse, Executive Creative Director at Ragged Edge.
These details and a new tone of voice that’s clear, concise and balances warmth with authority help to highlight the human side of credit, while guiding users through their financial journey. Stamp concludes, “Ragged Edge has helped us refocus on real, tangible progress for our customers. Every part of the business is now aligned with our mission to help people regain control over their financial futures.”
