Smoooth is more than an ad concept for a bank. It’s an idea that portrays everything that Klarna is. It’s a fully integrated concept that influences everything from ads and commercials to UX & UI, store checkouts, newsletters and invoices. It guides how the CEO does PR, how customer service handles issues, visuals, tone of voice and names of products… It’s an idea that moves Klarna to the opposite end of how other banks and financial services corporations usually behave and act.