Peer-to-peer lending site Harmoney launched last year in the Kiwi market with an ambigram as its logo and a quirky cartoon TVC by Barnes, Catmur & Friends that compared conventional loan agencies to sharks. However, this launch identity—and the creative approach that accompanied it—is history now, as Harmoney has changed both its creative direction and its logo in a new ad campaign, which makes the company look more like a conventional loan company than an industry-disrupting startup.