Contributed by Steve Burtenshaw of London-based The Allotment.
We recently launched a transformational brand for Currencies Direct. They’re a London-based, £1.1bn business dealing in the world of foreign exchange and international payments for both individuals moving overseas and for businesses buying and selling abroad. They were one of the first challengers to the high street bank in this sector, offering savings of up to 5% on currency transactions.
Working closely with our client we articulated a new vision, mission and a set of values that succinctly captured the unique personality of the business. Direct, human, simple, and driven became the mandate for the new brand. This led us to the solution of the ‘Chatty’ icon for the identity and a tone of voice that’s human and straightforward. No fluff, no jargon — just great service and value, delivered in a personal way.
The Allotment developed the ‘Chatty’ brand across all touchpoints including market sector brochures and sales literature, the website design, signage for affiliates, office interiors, advertising and for animations that very simply explained the value of the brand to their customers.
Extensive brand guidelines included sections on storytelling and tone of voice.
The language was critical to the brands success. To support engagement internally we developed a ‘brand in the hand’ note book. This used storytelling to demonstrate what each of the values meant.
We created a more engaging website focused on simplicity and personalisation.
The old identity (below) — research indicated a lack of personality.
“The response from our staff, and, more importantly, our customers has been universally positive. This is a key step in redefining our business. So a huge thank you to you for the journey you have taken us on and the resulting imagery and communication style. I am delighted with the outcome.”
— Keith Hatton, chief executive, Currencies Direct
The Allotment elsewhere on Identity Designed: The Donkey Sanctuary.