Originally established in 1948, Fingerhut started as two brothers selling car seat covers out of a Minneapolis garage and grew to a multibillion-dollar retailer. It evolved, first into a mail-order catalog then into an e-commerce retailer, and most recently into a financial technology company aimed at helping subprime customers.

Unfortunately, the branding hasn’t kept up with that change, so in 2021, we set out to reimagine and modernize the Fingerhut brand. We started with the customer, thinking about their needs and how Fingerhut addresses those needs. From there we developed the brand voice and core messages. Then, finally, we translated that into art direction, design elements, color, and typography. The result is a brand that is cohesive and unified across all channels in copy and design.

Creative Director
Matt Freking

Logo Design
Matt Freking

Design Managers
Ryan Cosgrove & Michael Metzger

Copywriters
Hannah Da Veiga & Peter Gilbert

Art Directors
Daniel de la Torre, Dustin Pulmaro & Cassie Jones