underscore are delighted to announce our rebrand of the UK’s financial capability charity.
Credit Action engaged underscore in May 2013 after a multi agency pitch to deliver their rebrand to become ‘The Money Charity’; an identity which would better align to their vision of making financial education accessible to everyone.
Underscore first looked to understand the organisation’s business model and competitive positioning, before exploring their marketplace and their customer journey and experience. Our research revealed that The Money Charity are a hands on team who truly care about their clients and so our concept developed for the rebrand was “a personalised identity” with a central brand theme, of ‘What would you do if…?’ that intends to start a conversation by speaking directly to the individual, whilst inspiring feelings of positivity and empowerment.
Each person at The Money Charity was then invited to add their own handwriting to the core identity, to create variations all unified by the “money” wordmark. This element of personalisation was extended across all collateral and digital executions, leading to the development of advanced website features and functionality including a personalised social hub, an individualised search function to draw on relevant content, and an ability for the site user to save and pin items of particular interest to them.
The result is the launch of a new brand that reflects the aspirations of the organisation, and its status as a charity, whilst providing an exciting and ‘fresh’ platform for growth. Brand promise meets brand experience with a friendly, professional, informative and engaging tone of voice, and honest and approachable look and feel.
Michelle Highman, The Money Charity Chief Executive, comments;
“We approached Underscore to help us turn our vision of The Money Charity into an engaging and positive brand. Managing money well can have positive implications for all aspects of your life and can help you achieve your dreams. We wanted a brand that helped us voice these messages. We love what they’ve developed for us, which we believe does exactly what we wanted. We were particularly delighted with the personalisation elements, and with the brand theme ‘What would you do if…’, which allows us to break the taboo, and start talking about money, from a friendly and unthreatening stand point. We hope it will help us to reach out to many more millions of people to help them stay on top of their money throughout their life.”
See http://themoneycharity.org.uk/ for more details.