It uses some clever algorithm thingy to check over 40 different providers, gets you the best deal without you even needing to get a credit check, then gives you loads of different options.
They came to me with just a name and wanted a warm and friendly brand identity to make sure the website felt honest and trustworthy. Shouldn't be too difficult :)
With it being money and pig related, I thought immediately of doing something around a piggy bank... It's got warm and positive connotations... Makes you think of saving money, even though it's for borrowing money - Latching onto an emotion is a really powerful way to build up trust with your audience... Us marketers are bastards sometimes, aren't we?
So, I took the idea of a piggy bank and put a bit of a spin on it. I didn't want it to be like a typical piggy bank logo, so I thought, let's focus on the pigs tail (and bum) to give people a reason to remember it. The twisty tail represents the 'O' in oink, and it makes you do a double take to see what's going on.