Searching for a loan online can be a stressful, time consuming and confusing process. With tighter high street controls on loan approval customers increasingly use online providers and brokers to find credit. They are concerned about high APRs and payday lender behaviour. Freedom Finance take the strain. They do all the hard work; searching over 20 leading lenders to find the right loan, all from one customer application. We developed new more contemporary branding and produced a simple, uncluttered and reassuring TV commercial, with stripped back graphics and clear communication highlighting the Freedom way and their competitive APRs. The result, an upward loan approval trend since the new commercial launched.
Navitas was the product of two companies coming together to offer a greater whole. It was launched simultaneously in India, USA and UK in January 2015. Working alongside brand consultancy, Brand Vista; Conch Associates took their new positioning and worked on the new brand name, logo and complete visual identity; taking it into stationery, website design, presentation templates, white papers, and all brand assets. This was supported by a Navitas brand masterfile containing the new positioning, strategy, audiences, messaging and identity as well as creative guidelines for their global design team; consisting of launch material and a plethora of adaptive assets to enable use internationally across all on and off-line media.
Navitas are a pure play Life Sciences consultancy to the pharmaceutical industry, advising on clinical, regulatory, safety and drug compliance.
Europe’s largest public and private partnership in Intelligent Robotics was christened Sparc and has the ambition to positively impact the lives of all Europe’s citizens by 2020. Heavily involved in the naming we then designed the logo and visual identity applying it across all customer touchpoints - from website to literature, launch material and all media.
Turning a specialist web and app company's existing website into a responsive, product rich sales support tool.
What was the problem they were facing?
The Lending Wizard was a web portal for use by financial brokers and intermediaries. It used the same web platform as it’s parent company Freedom Finance to source loans from a panel of leading lenders. It’s closed to public use and is a tool for financial professionals only.
Following the financial crash there has been a clampdown on high street lending with tightened credit criteria. As a result there’s been a steady growth in credit provision organized through financial intermediaries. Financial intermediaries use loan sourcing portals to search loans for their clients. The market is very competitive with new entrants and incentives offered every month.
The Lending Wizard was Freedom Finance’s presence in this market.
Unfortunately The Lending Wizard site was seen as dated, had irrelevant imagery andweak loan tracking information. It also failed to deliver additional information beyond the loan application itself.
Also, with over 50% of loan searchestaking place on mobile the existing site suffered because it wasn’t responsive.
How did we work with Freedom Finance?
Our first act was to interrogate the customers themselves. Brokers and intermediaries were interviewed against a pre agreed discussion guide and depth interviews took place across the country. Interviews were run by Conch Associates with a cross section of users, non users and rejectors sourced by Freedom Finance’s intermediary team.
Understanding their customer journey was the essential pre-requisite to initial designs. The findings had implications beyond website re-design and impacted team contact strategies, loan application updates, speed of response, transparency, compliance support and additional help to enhance the brokers role as advisors.
The research was debriefed with initial home page design options based on the research learnings. These were expressed across desktop, tablet and mobile platforms.
From the design options presented, one route was chosen and further design was progressed. This was based on a site map developed from the research findings and the existing site’s application process.
Tight lines and teamwork were the order of the day with client generating copy and each landing and sub pages being designed in the agreed style.
Finally layered files for all pages and platforms were supplied to their in-house web development team for final build.
What was the solution?
Not just a new site driven by their intermediary customer requirements but it also prompted a review of Freedom Finance brand architecture and gave rise to a new name for the loan portal – Freedom for Intermediaries.
All functionality was built mobile up and whilst loan application speed remained paramount we built in much greater transparency, near misses, sms case progress updates, criteria guides, quick quotes and even cpd help.
A full visual identity sprang from the site design which encompassed typography and logotype, colour palette, image library and iconography. This was applied to all brochures, application packs, stationery, digital signatures, business cards, presentation templates, promotional items and exhibition stands.
What began as a website redesign soon evolved into a tool for patients, friends and families as we walked their journey to MerseyCare’s mental health treatment. Understanding carer needs, the needs of those suffering from mental health problems, often long before any diagnosis, led us to design a responsive site that provides help, advice, symptom recognition and support to MerseyCare “customers” with the capacity to evolve into an individualised tool with personal login for bespoke content.
Examples show: Responsive website, poster application, leaflets and selected PowerPoint template slides.
TutorFuture provide one to one tuition for all levels and needs from primary to A level. They pride themselves in offering a tailored approach to learning rather than a broad brush approach. The problem was, they had a name but no visual identity.
So, as ever, we took the journey, listened to parents and their children. It was clear that there was a lot of anxiety surrounding the whole are. Parents wanting what's best and pupils wanting a boost in confidence and self esteem. It was clear that the the existing competition and options available had a set approach.
The solution was vibrant and fun visual identity that carried a reassuring tone of voice and gave focus to 'learning solutions as unique as your child.'
The logo was designed to not only hint at the wise owl but also one to one dialogue
The Cholmondeley Pageant of Power is a yearly event held at Cholmondeley Castle to showcase all that is high octane on land sea and air.
They wanted to branch out to a wider audience than the faithful petrol heads but without alienating them. Also, as a brand they also didn't want to turn their back on their existing logo which was synonymous with the estate.
So, we built up a family. All with the heritage of the brand at it's core, literally.
The marque for the estate was refined, a more corporate logo was created for drivers and business entertainment and finally a more consumer facing logo was implemented to show the true diversity and explosiveness of the event in a visual way.
Why a family? Well, Cholmondeley hosts a whole host of events from horse trials to triathlons and wanted to promote them in their own right but in a cohesive (not matching luggage) way to reflect the estate brand.
Supporting collateral also tipped its hat to the high octane activities on show with chevrons at their core. The examples shown use the corporate marque for more driver/petrol head specific publications.
Brand Vista are a highly respected business consultancy operating in the UK and internationally. They are alsofriends of ours and we’ve worked with them on several client projects. So it was a great honour to be asked to review and redesign their identity in line with their new positioning – using brand alignment to deliver irresistible customer experiences. We redesigned all their brand material from logo to responsive website, literature and presentation templates. The result, a much more contemporary Brand Vista, speaking with one aligned voice throughout their customer touchpoints.
A wedding invite for my biggest client at that time. No pressure! Venue? Rome.
Solution? A boxed invite with typography carved into limestone doubling as a guide to not only the trip but the venue. The result? One incredibly happy client.
A branding and visual identity project for international exhibiting consultancy, The Exhibiting Agency.
They’re establishing an Academy to deliver best practice courses for exhibitors at international exhibitions. They have a rigorous approach to targeting, footfall, story-telling and guarantee ROI.
The new marque for the Academy of Exhibiting Excellence was inspired by an aerial view of an exhibiting hall and needed to flex for individual market needs, whether in London, Dubai or Kuala Lumpur.
BPP University is one of the UK's leading private universities dedicated to business and professions. Offering 'through life' study programmes.
They were in a transition period with a new team who were eager to steer away from their current visual identity that was very corporate and unable to flex to the different information and platform requirements along the customer journey.
As ever, there was a But. Not a big one and to be fair a sensible one. Equity had been built up in their Law programmes which had built up a strong reputation. So being sensitive folk we did a touchpoint and creative audit, evaluated what needed to be done and devised a few ways to there; from a gentle evolving of the identity to a radical overhaul.
The end result was more of an interim gentle nudge with a flexible architecture and structure that enabled them to take everything forward (in house) across a multitude of platforms.
Loggia was an Italian inspired name given to a game changing product for extending a living space. Somewhere between a conservatory and an extension the Loggia marries phenomenal thermal properties with classical good looks, making it a great year round addition to the home. The logo and sales brochure captured the quality and heritage of the revolutionary new Loggia.
NHS London approached us to help them with their ongoing "Get to know Cancer" campaign and their ongoing problem. "How can we start conversations and raise awareness about cancer with a hard to reach audience? Tell them the importance of getting to know their own bodies and most importantly, knowing the symptoms of the early onset of cancer."
A recent campaign where a pop-up shop was opened for a limited period had some success but there still seemed to be a barrier.
So, we spoke to clinicians, cancer activists and people in recovery to try and get an understanding and gain insight and it was clear that if we wanted to get the message out we'd need to literally take the message to them. We did this through mobile pop-up market stalls at strategic locations throughout London.
The pop up stalls and retail interiors were designed and produced specifically to 'normalise' cancer along with literature, signage and interactive items.
Initially they ran in Islington and home games at White Hart Lane and then rolled out across London locations.
“The NHS England’s Get To Know Cancer Campaign is very effective but this activity really accelerates conversations. In the first week in Islington we’ve had over 2000 consultations at one site.” Lynn Paulo – NHS England
Energy Alliance is the customer facing brand of Acrobat Carbon Services and specialises in identifying and upgrading the energy efficiency and energy usage of hard to heat homes in the UK. They approached us to undertake a research and insight project.
We ran deep dive insight research to fully understand their customer journeys and identify any concerns they may have. This then informed creative development, call centre behaviour, appointment setting and after sales activity. It was clear that many people are unaware of the energy saving schemes and how much they can save; or feel that because they are on low incomes they can’t fund the energy improvements.
The insights and creative development identified key concerns to overcome, improved contact strategies and behaviours that will ultimately benefit 000s of families in the UK.
Problem: Naming and branding a new type of furniture store.
Merseystride is a pioneering social enterprise and furniture store with a difference. They buy furniture destined for landfill: returns, ex-display, damaged or discontinued flat pack furniture. They then help the homeless by not only giving them employment, but by teaching them valuable skills that enable them to start a new life in a place they can call their own. It’s both a furniture store and a lifeline.
A striking visual identity that was informative, sustainable and cost effective, and a name that was a small word that meant so much to the people involved and an even more obvious word to describe what their business was for...Home!
A PROJECT FROM A PREVIOUS LIFE
Problem: We’re invisible to customers
M&S Money had the difficult task to sell its financial products in a competitive retail environment. Despite being a trusted household name, the financial arm of M&S was suffering from very low awareness, even amongst the most loyal of customers. Poor visibility and positioning in stores meant that a new approach was needed to give a strong retail presence, giving real standout.
Solution: Think RETAIL, not finance!
A vibrant new look with imagery that created a more human approach to money. Some products were packaged, shelved and marketed so you could as easily pick up your travel insurance as your groceries. Plus, by taking the customer journey from car park to till and beyond we could identify key touch points, drive people to strategically positioned products in relevant areas, and more importantly create talking points and advocacy.
A collaboration with architects to transform M&S Money to M&S Bank.
A place to grow. A rural living experience in the heart of Milton Keynes.
360 acres, 12,00 trees and shrubs, bridges over brooks, ponds brimming with wildlife and 200 beautifully designed homes.
An organic logo with a relaxing tone of voice.
Working as part of a team of architects and interior specialists to create a unique space.
Problem: How do we attract students to our university?
Manchester Metropolitan University faced a new challenge. In the wake of the introduction of tuition fees students the market had become much more competitive.
Everything that makes Manchester unique mixed with facts, figures and facilities. The end result was an eclectic mix of them all and definitely stood out from the crowd.
The quantitative research carried out showed that it prompted 94% of the recipients to open days to find out more.
A development of distinction
Over 200 homes built to a high specification to sit comfortably with it’s surrounding community.
Calligraphic swirls, illustrations and considered photography interact to give an all round sumptuous feel.
A PROJECT FROM A PREVIOUS LIFE
The Co-operative Bank launched this campaign to raise public awareness, to put up-to-date, objective research into the hands of international decision makers and to secure international agreement that countries using these weapons should take responsibility for subsequent clear-up operations and for protecting innocent civilians. It also raised money through Customers Who Care to fund organisations involved in clearing explosive weapons in former war zones.
This mailing was designed to shock. By using a bit of paper engineering and an elastic band of all things, we created a piece of mail that literally jumped out of the envelope!