A financial services brand makeover
by Leigh Whitnall
Financial Services… sounds dull doesn’t it! Ask the average person on the street what that phrase means to them and the ones that stay awake will struggle for a definition. The trouble with ‘Financial Services’ is that it’s a corporate phrase that has found its way into consumer facing communications.
In the struggle to unite the benefits of credit cards, loans, investments and insurance under one umbrella term, a phrase has been created that means nothing to the consumer. Customers of course, use ‘money’ to buy cars, clothes and holidays, they save and invest ‘money’ and protect the ‘money’ tied up in their belongings with insurance. So when we were asked to rebrand the ‘Financial Services’ section of our client’s retail website, we knew just how to help it resonate with consumers.
‘Money’ is the new name for all the financial products offered by Freemans, Grattan and Look Again. Nothing else makes as much sense. And while we were creating a new identity, we didn’t stop with the name. We introduced a new copy style – straight-talking but friendly, presented in a softer font to ensure legibility. Then there’s the graphics, each product, distilled into a simple icon and allocated a colour for ease of identification. Add to this; a candid photography style and you’ve got ‘Money – personal finance made easy’.
A lot of thought went into this rebrand and the positive reception it has received from the client has meant this rebrand has been an absolute pleasure to work on. The new look is now live on the web and takes up 3 glorious spreads within the new Autumn/Winter catalogues. I just hope that consumers who come into touch with the new look and feel warm to it as much as everyone here at Red C Towers has!
Tags: Art Direction, Brand Agency Manchester, Brand Makeover, Copywriting, Digital Agency, Direct Marketing Agency, Financial Services Design, Financial Services Rebrand, Graphic Design Agency, Manchester Advertising Agency, Manchester Design Agency, Marketing Agency, Money, Personal Finance Made Easy, Rebranding Work, SEO Company
