Home
Meaning Matters.
It’s everywhere, hidden or obvious, shaping how
we think, feel and act. Brands come to life
through ideas and associations. The more they
mean the greater their influence.
We Are A Global Branding Agency.
Featured Work
{
"Work": {
"ThumbnailImage": {
"Paths": [
"home/humantouch.png"
]
},
"Client": {
"Text": "First Direct"
},
"BannerImages": {
"Paths": [
"work/humanWorkPageBanner.jpg"
]
},
"NextProjectLink": {
"ContentItemIds": [
"4rpf6dcz8ngsk7jjaatfvmr445"
]
},
"SecondBannerImage": {
"Paths": []
},
"Gifs": {
"Paths": [
"animAssets/OUT_PROJECTGIF_FD_BOXSIZE1RECT_001 (1)_EZ.gif"
]
},
"IframeLink": {
"Text": "https://player.vimeo.com/external/593241230.hd.mp4?s=a8c94eecfdd6a48b1d8af715042408914f58eb3e&profile_id=174"
},
"CountryCode": {
"TermContentItemIds": [
"42ks5nj40tez138b5y44v92fnt",
"4jmjac5y43gqqwvaz7qg3ynyc9"
],
"TaxonomyContentItemId": "42816smfp948qw0kjpg1pef8de"
},
"HomeThumbIframeLink": {
"Text": "https://player.vimeo.com/external/582472718.hd.mp4?s=b7c596b42f38376658bb7e5b2310cbf4cabd4443&profile_id=174"
},
"MetaDescription": {
"Text": "For its first rebrand in 30 years, we created an identity that reflects First Direct’s position as the people-first bank, whilst being fit for an ever-changing digital world."
}
},
"TitlePart": {
"Title": "A Human Touch For Digital "
},
"AutoroutePart": {
"Path": "work/first-direct-uk",
"SetHomepage": false,
"Disabled": false,
"RouteContainedItems": false,
"Absolute": false
},
"FlowPart": {
"Widgets": [
{
"ContentItemId": "4zg9dyq68htf5veraetm1v1nmb",
"ContentItemVersionId": null,
"ContentType": "Container",
"DisplayText": "BannerVideo",
"Latest": false,
"Published": false,
"ModifiedUtc": "2022-07-26T14:12:34.2350567Z",
"PublishedUtc": null,
"CreatedUtc": null,
"Owner": null,
"Author": "Emma",
"Container": {
"BackgroundColour": {
"Text": null
},
"FullWidthContainer": {
"Value": true
},
"Padding": {
"Text": "--"
}
},
"FlowPart": {
"Widgets": [
{
"ContentItemId": "4ymt4t8gvzefh20jkxe61pred9",
"ContentItemVersionId": null,
"ContentType": "VideoPlayer725",
"DisplayText": null,
"Latest": false,
"Published": false,
"ModifiedUtc": "2022-07-26T14:12:34.2373223Z",
"PublishedUtc": null,
"CreatedUtc": null,
"Owner": null,
"Author": "Emma",
"VideoPlayer725": {
"VideoUrl": {
"Text": "https://player.vimeo.com/external/583426753.hd.mp4?s=b81ab6c725e867f3303475a1dc9d471071959921&profile_id=175"
}
},
"FlowMetadata": {
"Alignment": 3,
"Size": 100
}
}
]
},
"TitlePart": {
"Title": "BannerVideo"
},
"FlowMetadata": {
"Alignment": 3,
"Size": 100
}
},
{
"ContentItemId": "4fqq172ckm1mhr2mtjdwa11cd3",
"ContentItemVersionId": null,
"ContentType": "Container",
"DisplayText": "Title ",
"Latest": false,
"Published": false,
"ModifiedUtc": "2022-07-26T14:12:34.2392689Z",
"PublishedUtc": null,
"CreatedUtc": null,
"Owner": null,
"Author": "Emma",
"Container": {
"BackgroundColour": {
"Text": null
},
"FullWidthContainer": {
"Value": true
},
"Padding": {
"Text": "container-p-top"
}
},
"FlowPart": {
"Widgets": [
{
"ContentItemId": "4qtyff78xgved3ycgaw8rn025f",
"ContentItemVersionId": null,
"ContentType": "TitleHeader",
"DisplayText": "A Human Touch For The Digital Bank",
"Latest": false,
"Published": false,
"ModifiedUtc": "2022-07-26T14:12:34.2414603Z",
"PublishedUtc": null,
"CreatedUtc": null,
"Owner": null,
"Author": "Emma",
"TitleHeader": {
"isMainPageHeader": {
"Value": false
}
},
"TitlePart": {
"Title": "A Human Touch For The Digital Bank"
},
"FlowMetadata": {
"Alignment": 3,
"Size": 100
}
}
]
},
"TitlePart": {
"Title": "Title "
},
"FlowMetadata": {
"Alignment": 3,
"Size": 100
}
},
{
"ContentItemId": "4vkvw9svrsry57vps1kbh50nca",
"ContentItemVersionId": null,
"ContentType": "ZigZagContainer",
"DisplayText": null,
"Latest": false,
"Published": false,
"ModifiedUtc": "2022-07-26T14:12:34.2438677Z",
"PublishedUtc": null,
"CreatedUtc": null,
"Owner": null,
"Author": "Emma",
"ZigZagContainer": {
"FullWidthContainer": {
"Value": true
},
"BackgroundColour": {
"Text": "#efefef"
},
"Padding": {
"Text": null
}
},
"FlowPart": {
"Widgets": [
{
"ContentItemId": "41xt6tz3h4mqm0prq62qk9q84p",
"ContentItemVersionId": null,
"ContentType": "LiquidTemplate",
"DisplayText": null,
"Latest": false,
"Published": false,
"ModifiedUtc": "2022-07-26T14:12:34.2466871Z",
"PublishedUtc": null,
"CreatedUtc": null,
"Owner": null,
"Author": "Emma",
"LiquidTemplate": {},
"LiquidPart": {
"Liquid": "<div class=\"wow fadeInUp contents-container-left\">\r\n <div id=\"HeaderIntromaintext\"> \r\n When First Direct launched in 1989, it redefined what banking meant by bringing straightforward, customer-first, virtual banking to everyone. \r\n </div>\r\n <div>\r\n <p id=\"HeaderIntrosubtext\">\r\n Their challenger spirit made them the original disruptor to legacy banking. Fast-forward 30 years, and First Direct lacked the visual brand tools it needed to become a digital first bank.\r\n\t</p>\r\n <p id=\"HeaderIntrosubtext\">\r\n Visually, the brand did not have any distinctive or memorable assets beyond its black and white typeface. We set out to create an expansive suite of visual assets to drive consistency, recognition and individuality across the brand’s entire digital eco-system. \r\n </p>\r\n </div>\r\n</div>\r\n\r\n"
},
"FlowMetadata": {
"Alignment": 3,
"Size": 50
}
},
{
"ContentItemId": "43sqxcxzswmzt6e2g1d4rssdn9",
"ContentItemVersionId": null,
"ContentType": "Image",
"DisplayText": null,
"Latest": false,
"Published": false,
"ModifiedUtc": "2022-07-26T14:12:34.2484733Z",
"PublishedUtc": null,
"CreatedUtc": null,
"Owner": null,
"Author": "Emma",
"Image": {
"Image": {
"Paths": [
"work/firstDirect (2).png"
]
},
"AltTag": {
"Text": null
}
},
"TitlePart": {
"Title": null
},
"FlowMetadata": {
"Alignment": 2,
"Size": 50
}
}
]
},
"FlowMetadata": {
"Alignment": 3,
"Size": 100
}
},
{
"ContentItemId": "43mf91gh0tzqh7pcjf4hfrbwm8",
"ContentItemVersionId": null,
"ContentType": "Container",
"DisplayText": "Image1",
"Latest": false,
"Published": false,
"ModifiedUtc": "2022-07-26T14:12:34.2511312Z",
"PublishedUtc": null,
"CreatedUtc": null,
"Owner": null,
"Author": "Emma",
"Container": {
"BackgroundColour": {
"Text": null
},
"FullWidthContainer": {
"Value": true
},
"Padding": {
"Text": "container-p-bottom"
}
},
"FlowPart": {
"Widgets": [
{
"ContentItemId": "4tg3mw4z10qrsx7v0jp5agtn52",
"ContentItemVersionId": null,
"ContentType": "Image",
"DisplayText": null,
"Latest": false,
"Published": false,
"ModifiedUtc": "2022-07-26T14:12:34.253485Z",
"PublishedUtc": null,
"CreatedUtc": null,
"Owner": null,
"Author": "Emma",
"Image": {
"Image": {
"Paths": [
"work/firstDirect (3).jpg"
]
},
"AltTag": {
"Text": null
}
},
"TitlePart": {
"Title": null
},
"FlowMetadata": {
"Alignment": 3,
"Size": 100
}
}
]
},
"TitlePart": {
"Title": "Image1"
},
"FlowMetadata": {
"Alignment": 3,
"Size": 100
}
},
{
"ContentItemId": "4rd26qbx0m8c5v631q98fmed4a",
"ContentItemVersionId": null,
"ContentType": "Container",
"DisplayText": "videofaces",
"Latest": false,
"Published": false,
"ModifiedUtc": "2022-07-26T14:12:34.2565009Z",
"PublishedUtc": null,
"CreatedUtc": null,
"Owner": null,
"Author": "Emma",
"Container": {
"BackgroundColour": {
"Text": null
},
"FullWidthContainer": {
"Value": true
},
"Padding": {
"Text": "container-p-top container-p-bottom"
}
},
"FlowPart": {
"Widgets": [
{
"ContentItemId": "43j6gd15saxb22jzwyya6nxf43",
"ContentItemVersionId": null,
"ContentType": "VideoPlayer725",
"DisplayText": null,
"Latest": false,
"Published": false,
"ModifiedUtc": "2022-07-26T14:12:34.2592509Z",
"PublishedUtc": null,
"CreatedUtc": null,
"Owner": null,
"Author": "Emma",
"VideoPlayer725": {
"VideoUrl": {
"Text": "https://player.vimeo.com/external/583430718.hd.mp4?s=1d49fdce6feb74af56205c896aad4a94522b954d&profile_id=175"
}
},
"FlowMetadata": {
"Alignment": 3,
"Size": 100
}
}
]
},
"TitlePart": {
"Title": "videofaces"
},
"FlowMetadata": {
"Alignment": 3,
"Size": 100
}
},
{
"ContentItemId": "47a33ydkj79srz27spp985rdd9",
"ContentItemVersionId": null,
"ContentType": "ZigZagContainer",
"DisplayText": null,
"Latest": false,
"Published": false,
"ModifiedUtc": "2022-07-26T14:12:34.2612738Z",
"PublishedUtc": null,
"CreatedUtc": null,
"Owner": null,
"Author": "Emma",
"ZigZagContainer": {
"FullWidthContainer": {
"Value": true
},
"BackgroundColour": {
"Text": null
},
"Padding": {
"Text": "container-p-top container-p-bottom"
}
},
"FlowPart": {
"Widgets": [
{
"ContentItemId": "4j77d8y35xy7f20ztnebbkc05e",
"ContentItemVersionId": null,
"ContentType": "Image",
"DisplayText": null,
"Latest": false,
"Published": false,
"ModifiedUtc": "2022-07-26T14:12:34.2637553Z",
"PublishedUtc": null,
"CreatedUtc": null,
"Owner": null,
"Author": "Emma",
"Image": {
"Image": {
"Paths": [
"work/orangeGirlSeating.jpg"
]
},
"AltTag": {
"Text": null
}
},
"TitlePart": {
"Title": null
},
"FlowMetadata": {
"Alignment": 3,
"Size": 50
}
},
{
"ContentItemId": "47zy44xh6mysys57knydmdk4we",
"ContentItemVersionId": null,
"ContentType": "LiquidTemplate",
"DisplayText": null,
"Latest": false,
"Published": false,
"ModifiedUtc": "2022-07-26T14:12:34.266974Z",
"PublishedUtc": null,
"CreatedUtc": null,
"Owner": null,
"Author": "Emma",
"LiquidTemplate": {},
"LiquidPart": {
"Liquid": " <div class=\" wow fadeInUp Right-side-content-container\">\r\n <p id=\"Content2Worksubtext\">\r\n Inspired by their humanity and customer service, we brought First Direct’s personal touch to the forefront. Building on their established iconic assets with a new symbol, that accentuates and complements their well-known wordmark. \r\n\t</p> \r\n <p id=\"Content2Worksubtext\">\r\n We called it the ‘FD fingerprint’ and it’s more than a logo. It is a flexible brand icon that can be used across platforms to quickly and non-cognitively code that First Direct understands people, values their individuality and keeps their money secure.\r\n </p>\r\n <p id=\"Content2Worksubtext\">\r\n At every step of the user experience, we wanted the bank to own its people-first narrative. \r\n </p>\r\n <p id=\"Content2Workmaintext\">\r\n We introduced vibrant hits of colour and a playfully expressive illustration style to bring a dose of warmth and humanity. \r\n </p>\r\n <p id=\"Content2Worksubtext\">\r\n By retaining the iconic black and white colour palette with Helvetica type, we’ve maintained their reassuringly straightforward tone. \r\n </p>\r\n </div>\r\n\r\n"
},
"FlowMetadata": {
"Alignment": 3,
"Size": 50
}
}
]
},
"FlowMetadata": {
"Alignment": 3,
"Size": 100
}
},
{
"ContentItemId": "4rk4pwwmaevsq35rrhkg2xvzwj",
"ContentItemVersionId": null,
"ContentType": "Container",
"DisplayText": "Video",
"Latest": false,
"Published": false,
"ModifiedUtc": "2022-07-26T14:12:34.2691062Z",
"PublishedUtc": null,
"CreatedUtc": null,
"Owner": null,
"Author": "Emma",
"Container": {
"BackgroundColour": {
"Text": null
},
"FullWidthContainer": {
"Value": true
},
"Padding": {
"Text": "--"
}
},
"FlowPart": {
"Widgets": [
{
"ContentItemId": "4cd98j2dhs8ys6w57a7vq4ywmz",
"ContentItemVersionId": null,
"ContentType": "videoPlayer",
"DisplayText": null,
"Latest": false,
"Published": false,
"ModifiedUtc": "2022-07-26T14:12:34.2718112Z",
"PublishedUtc": null,
"CreatedUtc": null,
"Owner": null,
"Author": "Emma",
"videoPlayer": {
"VideoUrl": {
"Text": "https://player.vimeo.com/external/583432212.hd.mp4?s=e387fad095e25a09b95a800ca56a9b4f50e191c1&profile_id=175"
}
},
"FlowMetadata": {
"Alignment": 3,
"Size": 100
}
}
]
},
"TitlePart": {
"Title": "Video"
},
"FlowMetadata": {
"Alignment": 3,
"Size": 100
}
},
{
"ContentItemId": "4zb6x0693w3f965bw5apgssbx4",
"ContentItemVersionId": null,
"ContentType": "ZigZagContainer",
"DisplayText": null,
"Latest": false,
"Published": false,
"ModifiedUtc": "2022-07-26T14:12:34.2741561Z",
"PublishedUtc": null,
"CreatedUtc": null,
"Owner": null,
"Author": "Emma",
"ZigZagContainer": {
"FullWidthContainer": {
"Value": true
},
"BackgroundColour": {
"Text": "#efefef"
},
"Padding": {
"Text": null
}
},
"FlowPart": {
"Widgets": [
{
"ContentItemId": "40wsyhz6n28w01t2f12t25834r",
"ContentItemVersionId": null,
"ContentType": "LiquidTemplate",
"DisplayText": null,
"Latest": false,
"Published": false,
"ModifiedUtc": "2022-07-26T14:12:34.2768835Z",
"PublishedUtc": null,
"CreatedUtc": null,
"Owner": null,
"Author": "Emma",
"LiquidTemplate": {},
"LiquidPart": {
"Liquid": "<div class=\"wow fadeInUp leftQoute\"> \r\n <div id=\"Content3QuotesContainer\">\r\n <p id=\"Contentt3subtext2\">\r\n “First Direct is a fabulous brand loved by its customers but it had long standing issues with brand awareness and misattribution. The brilliant team at BrandOpus were a critical partner in fixing this. As usual, working with them was collaborative, creative and fun - and the final solution was genius!”\r\n\t</p>\r\n <p id=\"Content3subtext3\">\r\n <span id=\"Content3subtextHeader\" style=\"font-weight:bold;\">Helen Priestley, Brand & Marketing Director</span><br/>\r\n First Direct \r\n </p>\r\n </div>\r\n</div>\r\n\r\n"
},
"FlowMetadata": {
"Alignment": 3,
"Size": 50
}
},
{
"ContentItemId": "4p8kvqekdarb2vac83s36dsyxs",
"ContentItemVersionId": null,
"ContentType": "Image",
"DisplayText": null,
"Latest": false,
"Published": false,
"ModifiedUtc": "2022-07-26T14:12:34.2788743Z",
"PublishedUtc": null,
"CreatedUtc": null,
"Owner": null,
"Author": "Emma",
"Image": {
"Image": {
"Paths": [
"work/firstdirect.png"
]
},
"AltTag": {
"Text": null
NEVER STANDING STILL
Trive
{
"Work": {
"ThumbnailImage": {
"Paths": [
"home/humantouch.png"
]
},
"Client": {
"Text": "First Direct"
},
"BannerImages": {
"Paths": [
"work/humanWorkPageBanner.jpg"
]
},
"NextProjectLink": {
"ContentItemIds": [
"4rpf6dcz8ngsk7jjaatfvmr445"
]
},
"SecondBannerImage": {
"Paths": []
},
"Gifs": {
"Paths": [
"animAssets/OUT_PROJECTGIF_FD_BOXSIZE1RECT_001 (1)_EZ.gif"
]
},
"IframeLink": {
"Text": "https://player.vimeo.com/external/593241230.hd.mp4?s=a8c94eecfdd6a48b1d8af715042408914f58eb3e&profile_id=174"
},
"CountryCode": {
"TermContentItemIds": [
"42ks5nj40tez138b5y44v92fnt",
"4jmjac5y43gqqwvaz7qg3ynyc9"
],
"TaxonomyContentItemId": "42816smfp948qw0kjpg1pef8de"
},
"HomeThumbIframeLink": {
"Text": "https://player.vimeo.com/external/582472718.hd.mp4?s=b7c596b42f38376658bb7e5b2310cbf4cabd4443&profile_id=174"
},
"MetaDescription": {
"Text": "For its first rebrand in 30 years, we created an identity that reflects First Direct’s position as the people-first bank, whilst being fit for an ever-changing digital world."
}
},
"TitlePart": {
"Title": "A Human Touch For Digital "
},
"AutoroutePart": {
"Path": "work/first-direct-uk",
"SetHomepage": false,
"Disabled": false,
"RouteContainedItems": false,
"Absolute": false
},
"FlowPart": {
"Widgets": [
{
"ContentItemId": "4zg9dyq68htf5veraetm1v1nmb",
"ContentItemVersionId": null,
"ContentType": "Container",
"DisplayText": "BannerVideo",
"Latest": false,
"Published": false,
"ModifiedUtc": "2022-07-26T14:12:34.2350567Z",
"PublishedUtc": null,
"CreatedUtc": null,
"Owner": null,
"Author": "Emma",
"Container": {
"BackgroundColour": {
"Text": null
},
"FullWidthContainer": {
"Value": true
},
"Padding": {
"Text": "--"
}
},
"FlowPart": {
"Widgets": [
{
"ContentItemId": "4ymt4t8gvzefh20jkxe61pred9",
"ContentItemVersionId": null,
"ContentType": "VideoPlayer725",
"DisplayText": null,
"Latest": false,
"Published": false,
"ModifiedUtc": "2022-07-26T14:12:34.2373223Z",
"PublishedUtc": null,
"CreatedUtc": null,
"Owner": null,
"Author": "Emma",
"VideoPlayer725": {
"VideoUrl": {
"Text": "https://player.vimeo.com/external/583426753.hd.mp4?s=b81ab6c725e867f3303475a1dc9d471071959921&profile_id=175"
}
},
"FlowMetadata": {
"Alignment": 3,
"Size": 100
}
}
]
},
"TitlePart": {
"Title": "BannerVideo"
},
"FlowMetadata": {
"Alignment": 3,
"Size": 100
}
},
{
"ContentItemId": "4fqq172ckm1mhr2mtjdwa11cd3",
"ContentItemVersionId": null,
"ContentType": "Container",
"DisplayText": "Title ",
"Latest": false,
"Published": false,
"ModifiedUtc": "2022-07-26T14:12:34.2392689Z",
"PublishedUtc": null,
"CreatedUtc": null,
"Owner": null,
"Author": "Emma",
"Container": {
"BackgroundColour": {
"Text": null
},
"FullWidthContainer": {
"Value": true
},
"Padding": {
"Text": "container-p-top"
}
},
"FlowPart": {
"Widgets": [
{
"ContentItemId": "4qtyff78xgved3ycgaw8rn025f",
"ContentItemVersionId": null,
"ContentType": "TitleHeader",
"DisplayText": "A Human Touch For The Digital Bank",
"Latest": false,
"Published": false,
"ModifiedUtc": "2022-07-26T14:12:34.2414603Z",
"PublishedUtc": null,
"CreatedUtc": null,
"Owner": null,
"Author": "Emma",
"TitleHeader": {
"isMainPageHeader": {
"Value": false
}
},
"TitlePart": {
"Title": "A Human Touch For The Digital Bank"
},
"FlowMetadata": {
"Alignment": 3,
"Size": 100
}
}
]
},
"TitlePart": {
"Title": "Title "
},
"FlowMetadata": {
"Alignment": 3,
"Size": 100
}
},
{
"ContentItemId": "4vkvw9svrsry57vps1kbh50nca",
"ContentItemVersionId": null,
"ContentType": "ZigZagContainer",
"DisplayText": null,
"Latest": false,
"Published": false,
"ModifiedUtc": "2022-07-26T14:12:34.2438677Z",
"PublishedUtc": null,
"CreatedUtc": null,
"Owner": null,
"Author": "Emma",
"ZigZagContainer": {
"FullWidthContainer": {
"Value": true
},
"BackgroundColour": {
"Text": "#efefef"
},
"Padding": {
"Text": null
}
},
"FlowPart": {
"Widgets": [
{
"ContentItemId": "41xt6tz3h4mqm0prq62qk9q84p",
"ContentItemVersionId": null,
"ContentType": "LiquidTemplate",
"DisplayText": null,
"Latest": false,
"Published": false,
"ModifiedUtc": "2022-07-26T14:12:34.2466871Z",
"PublishedUtc": null,
"CreatedUtc": null,
"Owner": null,
"Author": "Emma",
"LiquidTemplate": {},
"LiquidPart": {
"Liquid": "<div class=\"wow fadeInUp contents-container-left\">\r\n <div id=\"HeaderIntromaintext\"> \r\n When First Direct launched in 1989, it redefined what banking meant by bringing straightforward, customer-first, virtual banking to everyone. \r\n </div>\r\n <div>\r\n <p id=\"HeaderIntrosubtext\">\r\n Their challenger spirit made them the original disruptor to legacy banking. Fast-forward 30 years, and First Direct lacked the visual brand tools it needed to become a digital first bank.\r\n\t</p>\r\n <p id=\"HeaderIntrosubtext\">\r\n Visually, the brand did not have any distinctive or memorable assets beyond its black and white typeface. We set out to create an expansive suite of visual assets to drive consistency, recognition and individuality across the brand’s entire digital eco-system. \r\n </p>\r\n </div>\r\n</div>\r\n\r\n"
},
"FlowMetadata": {
"Alignment": 3,
"Size": 50
}
},
{
"ContentItemId": "43sqxcxzswmzt6e2g1d4rssdn9",
"ContentItemVersionId": null,
"ContentType": "Image",
"DisplayText": null,
"Latest": false,
"Published": false,
"ModifiedUtc": "2022-07-26T14:12:34.2484733Z",
"PublishedUtc": null,
"CreatedUtc": null,
"Owner": null,
"Author": "Emma",
"Image": {
"Image": {
"Paths": [
"work/firstDirect (2).png"
]
},
"AltTag": {
"Text": null
}
},
"TitlePart": {
"Title": null
},
"FlowMetadata": {
"Alignment": 2,
"Size": 50
}
}
]
},
"FlowMetadata": {
"Alignment": 3,
"Size": 100
}
},
{
"ContentItemId": "43mf91gh0tzqh7pcjf4hfrbwm8",
"ContentItemVersionId": null,
"ContentType": "Container",
"DisplayText": "Image1",
"Latest": false,
"Published": false,
"ModifiedUtc": "2022-07-26T14:12:34.2511312Z",
"PublishedUtc": null,
"CreatedUtc": null,
"Owner": null,
"Author": "Emma",
"Container": {
"BackgroundColour": {
"Text": null
},
"FullWidthContainer": {
"Value": true
},
"Padding": {
"Text": "container-p-bottom"
}
},
"FlowPart": {
"Widgets": [
{
"ContentItemId": "4tg3mw4z10qrsx7v0jp5agtn52",
"ContentItemVersionId": null,
"ContentType": "Image",
"DisplayText": null,
"Latest": false,
"Published": false,
"ModifiedUtc": "2022-07-26T14:12:34.253485Z",
"PublishedUtc": null,
"CreatedUtc": null,
"Owner": null,
"Author": "Emma",
"Image": {
"Image": {
"Paths": [
"work/firstDirect (3).jpg"
]
},
"AltTag": {
"Text": null
}
},
"TitlePart": {
"Title": null
},
"FlowMetadata": {
"Alignment": 3,
"Size": 100
}
}
]
},
"TitlePart": {
"Title": "Image1"
},
"FlowMetadata": {
"Alignment": 3,
"Size": 100
}
},
{
"ContentItemId": "4rd26qbx0m8c5v631q98fmed4a",
"ContentItemVersionId": null,
"ContentType": "Container",
"DisplayText": "videofaces",
"Latest": false,
"Published": false,
"ModifiedUtc": "2022-07-26T14:12:34.2565009Z",
"PublishedUtc": null,
"CreatedUtc": null,
"Owner": null,
"Author": "Emma",
"Container": {
"BackgroundColour": {
"Text": null
},
"FullWidthContainer": {
"Value": true
},
"Padding": {
"Text": "container-p-top container-p-bottom"
}
},
"FlowPart": {
"Widgets": [
{
"ContentItemId": "43j6gd15saxb22jzwyya6nxf43",
"ContentItemVersionId": null,
"ContentType": "VideoPlayer725",
"DisplayText": null,
"Latest": false,
"Published": false,
"ModifiedUtc": "2022-07-26T14:12:34.2592509Z",
"PublishedUtc": null,
"CreatedUtc": null,
"Owner": null,
"Author": "Emma",
"VideoPlayer725": {
"VideoUrl": {
"Text": "https://player.vimeo.com/external/583430718.hd.mp4?s=1d49fdce6feb74af56205c896aad4a94522b954d&profile_id=175"
}
},
"FlowMetadata": {
"Alignment": 3,
"Size": 100
}
}
]
},
"TitlePart": {
"Title": "videofaces"
},
"FlowMetadata": {
"Alignment": 3,
"Size": 100
}
},
{
"ContentItemId": "47a33ydkj79srz27spp985rdd9",
"ContentItemVersionId": null,
"ContentType": "ZigZagContainer",
"DisplayText": null,
"Latest": false,
"Published": false,
"ModifiedUtc": "2022-07-26T14:12:34.2612738Z",
"PublishedUtc": null,
"CreatedUtc": null,
"Owner": null,
"Author": "Emma",
"ZigZagContainer": {
"FullWidthContainer": {
"Value": true
},
"BackgroundColour": {
"Text": null
},
"Padding": {
"Text": "container-p-top container-p-bottom"
}
},
"FlowPart": {
"Widgets": [
{
"ContentItemId": "4j77d8y35xy7f20ztnebbkc05e",
"ContentItemVersionId": null,
"ContentType": "Image",
"DisplayText": null,
"Latest": false,
"Published": false,
"ModifiedUtc": "2022-07-26T14:12:34.2637553Z",
"PublishedUtc": null,
"CreatedUtc": null,
"Owner": null,
"Author": "Emma",
"Image": {
"Image": {
"Paths": [
"work/orangeGirlSeating.jpg"
]
},
"AltTag": {
"Text": null
}
},
"TitlePart": {
"Title": null
},
"FlowMetadata": {
"Alignment": 3,
"Size": 50
}
},
{
"ContentItemId": "47zy44xh6mysys57knydmdk4we",
"ContentItemVersionId": null,
"ContentType": "LiquidTemplate",
"DisplayText": null,
"Latest": false,
"Published": false,
"ModifiedUtc": "2022-07-26T14:12:34.266974Z",
"PublishedUtc": null,
"CreatedUtc": null,
"Owner": null,
"Author": "Emma",
"LiquidTemplate": {},
"LiquidPart": {
"Liquid": " <div class=\" wow fadeInUp Right-side-content-container\">\r\n <p id=\"Content2Worksubtext\">\r\n Inspired by their humanity and customer service, we brought First Direct’s personal touch to the forefront. Building on their established iconic assets with a new symbol, that accentuates and complements their well-known wordmark. \r\n\t</p> \r\n <p id=\"Content2Worksubtext\">\r\n We called it the ‘FD fingerprint’ and it’s more than a logo. It is a flexible brand icon that can be used across platforms to quickly and non-cognitively code that First Direct understands people, values their individuality and keeps their money secure.\r\n </p>\r\n <p id=\"Content2Worksubtext\">\r\n At every step of the user experience, we wanted the bank to own its people-first narrative. \r\n </p>\r\n <p id=\"Content2Workmaintext\">\r\n We introduced vibrant hits of colour and a playfully expressive illustration style to bring a dose of warmth and humanity. \r\n </p>\r\n <p id=\"Content2Worksubtext\">\r\n By retaining the iconic black and white colour palette with Helvetica type, we’ve maintained their reassuringly straightforward tone. \r\n </p>\r\n </div>\r\n\r\n"
},
"FlowMetadata": {
"Alignment": 3,
"Size": 50
}
}
]
},
"FlowMetadata": {
"Alignment": 3,
"Size": 100
}
},
{
"ContentItemId": "4rk4pwwmaevsq35rrhkg2xvzwj",
"ContentItemVersionId": null,
"ContentType": "Container",
"DisplayText": "Video",
"Latest": false,
"Published": false,
"ModifiedUtc": "2022-07-26T14:12:34.2691062Z",
"PublishedUtc": null,
"CreatedUtc": null,
"Owner": null,
"Author": "Emma",
"Container": {
"BackgroundColour": {
"Text": null
},
"FullWidthContainer": {
"Value": true
},
"Padding": {
"Text": "--"
}
},
"FlowPart": {
"Widgets": [
{
"ContentItemId": "4cd98j2dhs8ys6w57a7vq4ywmz",
"ContentItemVersionId": null,
"ContentType": "videoPlayer",
"DisplayText": null,
"Latest": false,
"Published": false,
"ModifiedUtc": "2022-07-26T14:12:34.2718112Z",
"PublishedUtc": null,
"CreatedUtc": null,
"Owner": null,
"Author": "Emma",
"videoPlayer": {
"VideoUrl": {
"Text": "https://player.vimeo.com/external/583432212.hd.mp4?s=e387fad095e25a09b95a800ca56a9b4f50e191c1&profile_id=175"
}
},
"FlowMetadata": {
"Alignment": 3,
"Size": 100
}
}
]
},
"TitlePart": {
"Title": "Video"
},
"FlowMetadata": {
"Alignment": 3,
"Size": 100
}
},
{
"ContentItemId": "4zb6x0693w3f965bw5apgssbx4",
"ContentItemVersionId": null,
"ContentType": "ZigZagContainer",
"DisplayText": null,
"Latest": false,
"Published": false,
"ModifiedUtc": "2022-07-26T14:12:34.2741561Z",
"PublishedUtc": null,
"CreatedUtc": null,
"Owner": null,
"Author": "Emma",
"ZigZagContainer": {
"FullWidthContainer": {
"Value": true
},
"BackgroundColour": {
"Text": "#efefef"
},
"Padding": {
"Text": null
}
},
"FlowPart": {
"Widgets": [
{
"ContentItemId": "40wsyhz6n28w01t2f12t25834r",
"ContentItemVersionId": null,
"ContentType": "LiquidTemplate",
"DisplayText": null,
"Latest": false,
"Published": false,
"ModifiedUtc": "2022-07-26T14:12:34.2768835Z",
"PublishedUtc": null,
"CreatedUtc": null,
"Owner": null,
"Author": "Emma",
"LiquidTemplate": {},
"LiquidPart": {
"Liquid": "<div class=\"wow fadeInUp leftQoute\"> \r\n <div id=\"Content3QuotesContainer\">\r\n <p id=\"Contentt3subtext2\">\r\n “First Direct is a fabulous brand loved by its customers but it had long standing issues with brand awareness and misattribution. The brilliant team at BrandOpus were a critical partner in fixing this. As usual, working with them was collaborative, creative and fun - and the final solution was genius!”\r\n\t</p>\r\n <p id=\"Content3subtext3\">\r\n <span id=\"Content3subtextHeader\" style=\"font-weight:bold;\">Helen Priestley, Brand & Marketing Director</span><br/>\r\n First Direct \r\n </p>\r\n </div>\r\n</div>\r\n\r\n"
},
"FlowMetadata": {
"Alignment": 3,
"Size": 50
}
},
{
"ContentItemId": "4p8kvqekdarb2vac83s36dsyxs",
"ContentItemVersionId": null,
"ContentType": "Image",
"DisplayText": null,
"Latest": false,
"Published": false,
"ModifiedUtc": "2022-07-26T14:12:34.2788743Z",
"PublishedUtc": null,
"CreatedUtc": null,
"Owner": null,
"Author": "Emma",
"Image": {
"Image": {
"Paths": [
"work/firstdirect.png"
]
},
"AltTag": {
"Text": null
}
},
"TitlePart": {
"Title": null
},
"FlowMetadata": {
"Alignment": 2,
"Size": 50
}
}
]
},
"FlowMetadata": {
"Alignment": 3,
"Size": 100
}
}
]
},
"CommonPart": {}
} "FlowPart": {
"Widgets": [
{
"ContentItemId": "4exy7y7sr7bj5795y19t146bcw",
"ContentItemVersionId": null,
"ContentType": "Image",
"DisplayText": null,
"Latest": false,
"Published": false,
"ModifiedUtc": "2022-08-31T09:07:52.2453718Z",
"PublishedUtc": null,
"CreatedUtc": null,
"Owner": null,
"Author": "Helen",
"Image": {
"Image": {
"Paths": [
"news/05_CathedralCity_Case_Study_BW_03_OPTA copy.jpg"
]
},
"AltTag": {
"Text": null
}
},
"TitlePart": {
"Title": null
},
"Work": {
"ThumbnailImage": {
"Paths": [
"home/humantouch.png"
]
},
"Client": {
"Text": "First Direct"
},
"BannerImages": {
"Paths": [
"work/humanWorkPageBanner.jpg"
]
},
"NextProjectLink": {
"ContentItemIds": [
"4rpf6dcz8ngsk7jjaatfvmr445"
]
},
"SecondBannerImage": {
"Paths": []
},
"Gifs": {
"Paths": [
"animAssets/OUT_PROJECTGIF_FD_BOXSIZE1RECT_001 (1)_EZ.gif"
]
},
"IframeLink": {
"Text": "https://player.vimeo.com/external/593241230.hd.mp4?s=a8c94eecfdd6a48b1d8af715042408914f58eb3e&profile_id=174"
},
"CountryCode": {
"TermContentItemIds": [
"42ks5nj40tez138b5y44v92fnt",
"4jmjac5y43gqqwvaz7qg3ynyc9"
],
"TaxonomyContentItemId": "42816smfp948qw0kjpg1pef8de"
},
"HomeThumbIframeLink": {
"Text": "https://player.vimeo.com/external/582472718.hd.mp4?s=b7c596b42f38376658bb7e5b2310cbf4cabd4443&profile_id=174"
},
"MetaDescription": {
"Text": "For its first rebrand in 30 years, we created an identity that reflects First Direct’s position as the people-first bank, whilst being fit for an ever-changing digital world."
}
},
"TitlePart": {
"Title": "A Human Touch For Digital "
},
"AutoroutePart": {
"Path": "work/first-direct-uk",
"SetHomepage": false,
"Disabled": false,
"RouteContainedItems": false,
"Absolute": false
},
"FlowPart": {
"Widgets": [
{
"ContentItemId": "4zg9dyq68htf5veraetm1v1nmb",
"ContentItemVersionId": null,
"ContentType": "Container",
"DisplayText": "BannerVideo",
"Latest": false,
"Published": false,
"ModifiedUtc": "2022-07-26T14:12:34.2350567Z",
"PublishedUtc": null,
"CreatedUtc": null,
"Owner": null,
"Author": "Emma",
"Container": {
"BackgroundColour": {
"Text": null
},
"FullWidthContainer": {
"Value": true
},
"Padding": {
"Text": "--"
}
},
"FlowPart": {
"
ENCAPSULATING EARTHY ARTISTRY
Ponzi Vineyards
{
"Work": {
"ThumbnailImage": {
"Paths": [
"home/humantouch.png"
]
},
"Client": {
"Text": "First Direct"
},
"BannerImages": {
"Paths": [
"work/humanWorkPageBanner.jpg"
]
},
"NextProjectLink": {
"ContentItemIds": [
"4rpf6dcz8ngsk7jjaatfvmr445"
]
},
"SecondBannerImage": {
"Paths": []
},
"Gifs": {
"Paths": [
"animAssets/OUT_PROJECTGIF_FD_BOXSIZE1RECT_001 (1)_EZ.gif"
]
},
"IframeLink": {
"Text": "https://player.vimeo.com/external/593241230.hd.mp4?s=a8c94eecfdd6a48b1d8af715042408914f58eb3e&profile_id=174"
},
"CountryCode": {
"TermContentItemIds": [
"42ks5nj40tez138b5y44v92fnt",
"4jmjac5y43gqqwvaz7qg3ynyc9"
],
"TaxonomyContentItemId": "42816smfp948qw0kjpg1pef8de"
},
"HomeThumbIframeLink": {
"Text": "https://player.vimeo.com/external/582472718.hd.mp4?s=b7c596b42f38376658bb7e5b2310cbf4cabd4443&profile_id=174"
},
"MetaDescription": {
"Text": "For its first rebrand in 30 years, we created an identity that reflects First Direct’s position as the people-first bank, whilst being fit for an ever-changing digital world."
}
},
"TitlePart": {
"Title": "A Human Touch For Digital "
},
"AutoroutePart": {
"Path": "work/first-direct-uk",
"SetHomepage": false,
"Disabled": false,
"RouteContainedItems": false,
"Absolute": false
},
"FlowPart": {
"Widgets": [
{
"ContentItemId": "4zg9dyq68htf5veraetm1v1nmb",
"ContentItemVersionId": null,
"ContentType": "Container",
"DisplayText": "BannerVideo",
"Latest": false,
"Published": false,
"ModifiedUtc": "2022-07-26T14:12:34.2350567Z",
"PublishedUtc": null,
"CreatedUtc": null,
"Owner": null,
"Author": "Emma",
"Container": {
"BackgroundColour": {
"Text": null
},
"FullWidthContainer": {
"Value": true
},
"Padding": {
"Text": "--"
}
},
"FlowPart": {
"Widgets": [
{
"ContentItemId": "4ymt4t8gvzefh20jkxe61pred9",
"ContentItemVersionId": null,
"ContentType": "VideoPlayer725",
"DisplayText": null,
"Latest": false,
"Published": false,
"ModifiedUtc": "2022-07-26T14:12:34.2373223Z",
"PublishedUtc": null,
"CreatedUtc": null,
"Owner": null,
"Author": "Emma",
"VideoPlayer725": {
"VideoUrl": {
"Text": "https://player.vimeo.com/external/583426753.hd.mp4?s=b81ab6c725e867f3303475a1dc9d471071959921&profile_id=175"
}
},
"FlowMetadata": {
"Alignment": 3,
"Size": 100
}
}
]
},
"TitlePart": {
"Title": "BannerVideo"
},
"FlowMetadata": {
"Alignment": 3,
"Size": 100
}
},
{
"ContentItemId": "4fqq172ckm1mhr2mtjdwa11cd3",
"ContentItemVersionId": null,
"ContentType": "Container",
"DisplayText": "Title ",
"Latest": false,
"Published": false,
"ModifiedUtc": "2022-07-26T14:12:34.2392689Z",
"PublishedUtc": null,
"CreatedUtc": null,
"Owner": null,
"Author": "Emma",
"Container": {
"BackgroundColour": {
"Text": null
},
"FullWidthContainer": {
"Value": true
},
"Padding": {
"Text": "container-p-top"
}
},
"FlowPart": {
"Widgets": [
{
"ContentItemId": "4qtyff78xgved3ycgaw8rn025f",
"ContentItemVersionId": null,
"ContentType": "TitleHeader",
"DisplayText": "A Human Touch For The Digital Bank",
"Latest": false,
"Published": false,
"ModifiedUtc": "2022-07-26T14:12:34.2414603Z",
"PublishedUtc": null,
"CreatedUtc": null,
"Owner": null,
"Author": "Emma",
"TitleHeader": {
"isMainPageHeader": {
"Value": false
}
},
"TitlePart": {
"Title": "A Human Touch For The Digital Bank"
},
"FlowMetadata": {
"Alignment": 3,
"Size": 100
}
}
]
},
"TitlePart": {
"Title": "Title "
},
"FlowMetadata": {
"Alignment": 3,
"Size": 100
}
},
{
"ContentItemId": "4vkvw9svrsry57vps1kbh50nca",
"ContentItemVersionId": null,
"ContentType": "ZigZagContainer",
"DisplayText": null,
"Latest": false,
"Published": false,
"ModifiedUtc": "2022-07-26T14:12:34.2438677Z",
"PublishedUtc": null,
"CreatedUtc": null,
"Owner": null,
"Author": "Emma",
"ZigZagContainer": {
"FullWidthContainer": {
"Value": true
},
"BackgroundColour": {
"Text": "#efefef"
},
"Padding": {
"Text": null
}
},
"FlowPart": {
"Widgets": [
{
"ContentItemId": "41xt6tz3h4mqm0prq62qk9q84p",
"ContentItemVersionId": null,
"ContentType": "LiquidTemplate",
"DisplayText": null,
"Latest": false,
"Published": false,
"ModifiedUtc": "2022-07-26T14:12:34.2466871Z",
"PublishedUtc": null,
"CreatedUtc": null,
"Owner": null,
"Author": "Emma",
"LiquidTemplate": {},
"LiquidPart": {
"Liquid": "<div class=\"wow fadeInUp contents-container-left\">\r\n <div id=\"HeaderIntromaintext\"> \r\n When First Direct launched in 1989, it redefined what banking meant by bringing straightforward, customer-first, virtual banking to everyone. \r\n </div>\r\n <div>\r\n <p id=\"HeaderIntrosubtext\">\r\n Their challenger spirit made them the original disruptor to legacy banking. Fast-forward 30 years, and First Direct lacked the visual brand tools it needed to become a digital first bank.\r\n\t</p>\r\n <p id=\"HeaderIntrosubtext\">\r\n Visually, the brand did not have any distinctive or memorable assets beyond its black and white typeface. We set out to create an expansive suite of visual assets to drive consistency, recognition and individuality across the brand’s entire digital eco-system. \r\n </p>\r\n </div>\r\n</div>\r\n\r\n"
},
"FlowMetadata": {
"Alignment": 3,
"Size": 50
}
},
{
"ContentItemId": "43sqxcxzswmzt6e2g1d4rssdn9",
"ContentItemVersionId": null,
"ContentType": "Image",
"DisplayText": null,
"Latest": false,
"Published": false,
"ModifiedUtc": "2022-07-26T14:12:34.2484733Z",
"PublishedUtc": null,
"CreatedUtc": null,
"Owner": null,
"Author": "Emma",
"Image": {
"Image": {
"Paths": [
"work/firstDirect (2).png"
]
},
"AltTag": {
"Text": null
}
},
"TitlePart": {
"Title": null
},
"FlowMetadata": {
"Alignment": 2,
"Size": 50
}
}
]
},
"FlowMetadata": {
"Alignment": 3,
"Size": 100
}
},
{
"ContentItemId": "43mf91gh0tzqh7pcjf4hfrbwm8",
"ContentItemVersionId": null,
"ContentType": "Container",
"DisplayText": "Image1",
"Latest": false,
"Published": false,
"ModifiedUtc": "2022-07-26T14:12:34.2511312Z",
"PublishedUtc": null,
"CreatedUtc": null,
"Owner": null,
"Author": "Emma",
"Container": {
"BackgroundColour": {
"Text": null
},
"FullWidthContainer": {
"Value": true
},
"Padding": {
"Text": "container-p-bottom"
}
},
"FlowPart": {
"Widgets": [
{
"ContentItemId": "4tg3mw4z10qrsx7v0jp5agtn52",
"ContentItemVersionId": null,
"ContentType": "Image",
"DisplayText": null,
"Latest": false,
"Published": false,
"ModifiedUtc": "2022-07-26T14:12:34.253485Z",
"PublishedUtc": null,
"CreatedUtc": null,
"Owner": null,
"Author": "Emma",
"Image": {
"Image": {
"Paths": [
"work/firstDirect (3).jpg"
]
},
"AltTag": {
"Text": null
}
},
"TitlePart": {
"Title": null
},
"FlowMetadata": {
"Alignment": 3,
"Size": 100
}
}
]
},
"TitlePart": {
"Title": "Image1"
},
"FlowMetadata": {
"Alignment": 3,
"Size": 100
}
},
{
"ContentItemId": "4rd26qbx0m8c5v631q98fmed4a",
"ContentItemVersionId": null,
"ContentType": "Container",
"DisplayText": "videofaces",
"Latest": false,
"Published": false,
"ModifiedUtc": "2022-07-26T14:12:34.2565009Z",
"PublishedUtc": null,
"CreatedUtc": null,
"Owner": null,
"Author": "Emma",
"Container": {
"BackgroundColour": {
"Text": null
},
"FullWidthContainer": {
"Value": true
},
"Padding": {
"Text": "container-p-top container-p-bottom"
}
},
"FlowPart": {
"Widgets": [
{
"ContentItemId": "43j6gd15saxb22jzwyya6nxf43",
"ContentItemVersionId": null,
"ContentType": "VideoPlayer725",
"DisplayText": null,
"Latest": false,
"Published": false,
"ModifiedUtc": "2022-07-26T14:12:34.2592509Z",
"PublishedUtc": null,
"CreatedUtc": null,
"Owner": null,
"Author": "Emma",
"VideoPlayer725": {
"VideoUrl": {
"Text": "https://player.vimeo.com/external/583430718.hd.mp4?s=1d49fdce6feb74af56205c896aad4a94522b954d&profile_id=175"
}
},
"FlowMetadata": {
"Alignment": 3,
"Size": 100
}
}
]
},
"TitlePart": {
"Title": "videofaces"
},
"FlowMetadata": {
"Alignment": 3,
"Size": 100
}
},
{
"ContentItemId": "47a33ydkj79srz27spp985rdd9",
"ContentItemVersionId": null,
"ContentType": "ZigZagContainer",
"DisplayText": null,
"Latest": false,
"Published": false,
"ModifiedUtc": "2022-07-26T14:12:34.2612738Z",
"PublishedUtc": null,
"CreatedUtc": null,
"Owner": null,
"Author": "Emma",
"ZigZagContainer": {
"FullWidthContainer": {
"Value": true
},
"BackgroundColour": {
"Text": null
},
"Padding": {
"Text": "container-p-top container-p-bottom"
}
},
"FlowPart": {
"Widgets": [
{
"ContentItemId": "4j77d8y35xy7f20ztnebbkc05e",
"ContentItemVersionId": null,
"ContentType": "Image",
"DisplayText": null,
"Latest": false,
"Published": false,
"ModifiedUtc": "2022-07-26T14:12:34.2637553Z",
"PublishedUtc": null,
"CreatedUtc": null,
"Owner": null,
"Author": "Emma",
"Image": {
"Image": {
"Paths": [
"work/orangeGirlSeating.jpg"
]
},
"AltTag": {
"Text": null
}
},
"TitlePart": {
"Title": null
},
"FlowMetadata": {
"Alignment": 3,
"Size": 50
}
},
{
"ContentItemId": "47zy44xh6mysys57knydmdk4we",
"ContentItemVersionId": null,
"ContentType": "LiquidTemplate",
"DisplayText": null,
"Latest": false,
"Published": false,
"ModifiedUtc": "2022-07-26T14:12:34.266974Z",
"PublishedUtc": null,
"CreatedUtc": null,
"Owner": null,
"Author": "Emma",
"LiquidTemplate": {},
"LiquidPart": {
"Liquid": " <div class=\" wow fadeInUp Right-side-content-container\">\r\n <p id=\"Content2Worksubtext\">\r\n Inspired by their humanity and customer service, we brought First Direct’s personal touch to the forefront. Building on their established iconic assets with a new symbol, that accentuates and complements their well-known wordmark. \r\n\t</p> \r\n <p id=\"Content2Worksubtext\">\r\n We called it the ‘FD fingerprint’ and it’s more than a logo. It is a flexible brand icon that can be used across platforms to quickly and non-cognitively code that First Direct understands people, values their individuality and keeps their money secure.\r\n </p>\r\n <p id=\"Content2Worksubtext\">\r\n At every step of the user experience, we wanted the bank to own its people-first narrative. \r\n </p>\r\n <p id=\"Content2Workmaintext\">\r\n We introduced vibrant hits of colour and a playfully expressive illustration style to bring a dose of warmth and humanity. \r\n </p>\r\n <p id=\"Content2Worksubtext\">\r\n By retaining the iconic black and white colour palette with Helvetica type, we’ve maintained their reassuringly straightforward tone. \r\n </p>\r\n </div>\r\n\r\n"
},
"FlowMetadata": {
"Alignment": 3,
"Size": 50
}
}
]
},
"FlowMetadata": {
"Alignment": 3,
"Size": 100
}
},
{
"ContentItemId": "4rk4pwwmaevsq35rrhkg2xvzwj",
"ContentItemVersionId": null,
"ContentType": "Container",
"DisplayText": "Video",
"Latest": false,
"Published": false,
"ModifiedUtc": "2022-07-26T14:12:34.2691062Z",
"PublishedUtc": null,
"CreatedUtc": null,
"Owner": null,
"Author": "Emma",
"Container": {
"BackgroundColour": {
"Text": null
},
"FullWidthContainer": {
"Value": true
},
"Padding": {
"Text": "--"
}
},
"FlowPart": {
"Widgets": [
{
"ContentItemId": "4cd98j2dhs8ys6w57a7vq4ywmz",
"ContentItemVersionId": null,
"ContentType": "videoPlayer",
"DisplayText": null,
"Latest": false,
"Published": false,
"ModifiedUtc": "2022-07-26T14:12:34.2718112Z",
"PublishedUtc": null,
"CreatedUtc": null,
"Owner": null,
"Author": "Emma",
"videoPlayer": {
"VideoUrl": {
"Text": "https://player.vimeo.com/external/583432212.hd.mp4?s=e387fad095e25a09b95a800ca56a9b4f50e191c1&profile_id=175"
}
},
"FlowMetadata": {
"Alignment": 3,
"Size": 100
}
}
]
},
"TitlePart": {
"Title": "Video"
},
"FlowMetadata": {
"Alignment": 3,
"Size": 100
}
},
{
"ContentItemId": "4zb6x0693w3f965bw5apgssbx4",
"ContentItemVersionId": null,
"ContentType": "ZigZagContainer",
"DisplayText": null,
"
NEVER SQUARE
Oscar Mayer
{
"Work": {
"ThumbnailImage": {
"Paths": [
"home/humantouch.png"
]
},
"Client": {
"Text": "First Direct"
},
"BannerImages": {
"Paths": [
"work/humanWorkPageBanner.jpg"
]
},
"NextProjectLink": {
"ContentItemIds": [
"4rpf6dcz8ngsk7jjaatfvmr445"
]
},
"SecondBannerImage": {
"Paths": []
},
"Gifs": {
"Paths": [
"animAssets/OUT_PROJECTGIF_FD_BOXSIZE1RECT_001 (1)_EZ.gif"
]
},
"IframeLink": {
"Text": "https://player.vimeo.com/external/593241230.hd.mp4?s=a8c94eecfdd6a48b1d8af715042408914f58eb3e&profile_id=174"
},
"CountryCode": {
"TermContentItemIds": [
"42ks5nj40tez138b5y44v92fnt",
"4jmjac5y43gqqwvaz7qg3ynyc9"
],
"TaxonomyContentItemId": "42816smfp948qw0kjpg1pef8de"
},
"HomeThumbIframeLink": {
"Text": "https://player.vimeo.com/external/582472718.hd.mp4?s=b7c596b42f38376658bb7e5b2310cbf4cabd4443&profile_id=174"
},
"MetaDescription": {
"Text": "For its first rebrand in 30 years, we created an identity that reflects First Direct’s position as the people-first bank, whilst being fit for an ever-changing digital world."
}
},
"TitlePart": {
"Title": "A Human Touch For Digital "
},
"AutoroutePart": {
"Path": "work/first-direct-uk",
"SetHomepage": false,
"Disabled": false,
"RouteContainedItems": false,
"Absolute": false
},
"FlowPart": {
"Widgets": [
{
"ContentItemId": "4zg9dyq68htf5veraetm1v1nmb",
"ContentItemVersionId": null,
"ContentType": "Container",
"DisplayText": "BannerVideo",
"Latest": false,
"Published": false,
"ModifiedUtc": "2022-07-26T14:12:34.2350567Z",
"PublishedUtc": null,
"CreatedUtc": null,
"Owner": null,
"Author": "Emma",
"Container": {
"BackgroundColour": {
"Text": null
},
"FullWidthContainer": {
"Value": true
},
"Padding": {
"Text": "--"
}
},
"FlowPart": {
"Widgets": [
{
"ContentItemId": "4ymt4t8gvzefh20jkxe61pred9",
"ContentItemVersionId": null,
"ContentType": "VideoPlayer725",
"DisplayText": null,
"Latest": false,
"Published": false,
"ModifiedUtc": "2022-07-26T14:12:34.2373223Z",
"PublishedUtc": null,
"CreatedUtc": null,
"Owner": null,
"Author": "Emma",
"VideoPlayer725": {
"VideoUrl": {
"Text": "https://player.vimeo.com/external/583426753.hd.mp4?s=b81ab6c725e867f3303475a1dc9d471071959921&profile_id=175"
}
},
"FlowMetadata": {
"Alignment": 3,
"Size": 100
}
}
]
},
"TitlePart": {
"Title": "BannerVideo"
},
"FlowMetadata": {
"Alignment": 3,
"Size": 100
}
},
{
"ContentItemId": "4fqq172ckm1mhr2mtjdwa11cd3",
"ContentItemVersionId": null,
"ContentType": "Container",
"DisplayText": "Title ",
"Latest": false,
"Published": false,
"ModifiedUtc": "2022-07-26T14:12:34.2392689Z",
"PublishedUtc": null,
"CreatedUtc": null,
"Owner": null,
"Author": "Emma",
"Container": {
"BackgroundColour": {
"Text": null
},
"FullWidthContainer": {
"Value": true
},
"Padding": {
"Text": "container-p-top"
}
},
"FlowPart": {
"Widgets": [
{
"ContentItemId": "4qtyff78xgved3ycgaw8rn025f",
"ContentItemVersionId": null,
"ContentType": "TitleHeader",
"DisplayText": "A Human Touch For The Digital Bank",
"Latest": false,
"Published": false,
"ModifiedUtc": "2022-07-26T14:12:34.2414603Z",
"PublishedUtc": null,
"CreatedUtc": null,
"Owner": null,
"Author": "Emma",
"TitleHeader": {
"isMainPageHeader": {
"Value": false
}
},
"TitlePart": {
"Title": "A Human Touch For The Digital Bank"
},
"FlowMetadata": {
"Alignment": 3,
"Size": 100
}
}
]
},
"TitlePart": {
"Title": "Title "
},
"FlowMetadata": {
"Alignment": 3,
"Size": 100
}
},
{
"ContentItemId": "4vkvw9svrsry57vps1kbh50nca",
"ContentItemVersionId": null,
"ContentType": "ZigZagContainer",
"DisplayText": null,
"Latest": false,
"Published": false,
"ModifiedUtc": "2022-07-26T14:12:34.2438677Z",
"PublishedUtc": null,
"CreatedUtc": null,
"Owner": null,
"Author": "Emma",
"ZigZagContainer": {
"FullWidthContainer": {
"Value": true
},
"BackgroundColour": {
"Text": "#efefef"
},
"Padding": {
"Text": null
}
},
"FlowPart": {
"Widgets": [
{
"ContentItemId": "41xt6tz3h4mqm0prq62qk9q84p",
"ContentItemVersionId": null,
"ContentType": "LiquidTemplate",
"DisplayText": null,
"Latest": false,
"Published": false,
"ModifiedUtc": "2022-07-26T14:12:34.2466871Z",
"PublishedUtc": null,
"CreatedUtc": null,
"Owner": null,
"Author": "Emma",
"LiquidTemplate": {},
"LiquidPart": {
"Liquid": "<div class=\"wow fadeInUp contents-container-left\">\r\n <div id=\"HeaderIntromaintext\"> \r\n When First Direct launched in 1989, it redefined what banking meant by bringing straightforward, customer-first, virtual banking to everyone. \r\n </div>\r\n <div>\r\n <p id=\"HeaderIntrosubtext\">\r\n Their challenger spirit made them the original disruptor to legacy banking. Fast-forward 30 years, and First Direct lacked the visual brand tools it needed to become a digital first bank.\r\n\t</p>\r\n <p id=\"HeaderIntrosubtext\">\r\n Visually, the brand did not have any distinctive or memorable assets beyond its black and white typeface. We set out to create an expansive suite of visual assets to drive consistency, recognition and individuality across the brand’s entire digital eco-system. \r\n </p>\r\n </div>\r\n</div>\r\n\r\n"
},
"FlowMetadata": {
"Alignment": 3,
"Size": 50
}
},
{
"ContentItemId": "43sqxcxzswmzt6e2g1d4rssdn9",
"ContentItemVersionId": null,
"ContentType": "Image",
"DisplayText": null,
"Latest": false,
"Published": false,
"ModifiedUtc": "2022-07-26T14:12:34.2484733Z",
"PublishedUtc": null,
"CreatedUtc": null,
"Owner": null,
"Author": "Emma",
"Image": {
"Image": {
"Paths": [
"work/firstDirect (2).png"
]
},
"AltTag": {
"Text": null
}
},
"TitlePart": {
"Title": null
},
"FlowMetadata": {
"Alignment": 2,
"Size": 50
}
}
]
},
"FlowMetadata": {
"Alignment": 3,
"Size": 100
}
},
{
"ContentItemId": "43mf91gh0tzqh7pcjf4hfrbwm8",
"ContentItemVersionId": null,
"ContentType": "Container",
"DisplayText": "Image1",
"Latest": false,
"Published": false,
"ModifiedUtc": "2022-07-26T14:12:34.2511312Z",
"PublishedUtc": null,
"CreatedUtc": null,
"Owner": null,
"Author": "Emma",
"Container": {
"BackgroundColour": {
"Text": null
},
"FullWidthContainer": {
"Value": true
},
"Padding": {
"Text": "container-p-bottom"
}
},
"FlowPart": {
"Widgets": [
{
"ContentItemId": "4tg3mw4z10qrsx7v0jp5agtn52",
"ContentItemVersionId": null,
"ContentType": "Image",
"DisplayText": null,
"Latest": false,
"Published": false,
"ModifiedUtc": "2022-07-26T14:12:34.253485Z",
"PublishedUtc": null,
"CreatedUtc": null,
"Owner": null,
"Author": "Emma",
"Image": {
"Image": {
"Paths": [
"work/firstDirect (3).jpg"
]
},
"AltTag": {
"Text": null
}
},
"TitlePart": {
"Title": null
},
"FlowMetadata": {
"Alignment": 3,
"Size": 100
}
}
]
},
"TitlePart": {
"Title": "Image1"
},
"FlowMetadata": {
"Alignment": 3,
"Size": 100
}
},
{
"ContentItemId": "4rd26qbx0m8c5v631q98fmed4a",
"ContentItemVersionId": null,
"ContentType": "Container",
"DisplayText": "videofaces",
"Latest": false,
"Published": false,
"ModifiedUtc": "2022-07-26T14:12:34.2565009Z",
"PublishedUtc": null,
"CreatedUtc": null,
"Owner": null,
"Author": "Emma",
"Container": {
"BackgroundColour": {
"Text": null
},
"FullWidthContainer": {
"Value": true
},
"Padding": {
"Text": "container-p-top container-p-bottom"
}
},
"FlowPart": {
"Widgets": [
{
"ContentItemId": "43j6gd15saxb22jzwyya6nxf43",
"ContentItemVersionId": null,
"ContentType": "VideoPlayer725",
"DisplayText": null,
"Latest": false,
"Published": false,
"ModifiedUtc": "2022-07-26T14:12:34.2592509Z",
"PublishedUtc": null,
"CreatedUtc": null,
"Owner": null,
"Author": "Emma",
"VideoPlayer725": {
"VideoUrl": {
"Text": "https://player.vimeo.com/external/583430718.hd.mp4?s=1d49fdce6feb74af56205c896aad4a94522b954d&profile_id=175"
}
},
"FlowMetadata": {
"Alignment": 3,
"Size": 100
}
}
]
},
"TitlePart": {
"Title": "videofaces"
},
"FlowMetadata": {
"Alignment": 3,
"Size": 100
}
},
{
"ContentItemId": "47a33ydkj79srz27spp985rdd9",
"ContentItemVersionId": null,
"ContentType": "ZigZagContainer",
"DisplayText": null,
"Latest": false,
"Published": false,
"ModifiedUtc": "2022-07-26T14:12:34.2612738Z",
"PublishedUtc": null,
"CreatedUtc": null,
"Owner": null,
"Author": "Emma",
"ZigZagContainer": {
"FullWidthContainer": {
"Value": true
},
"BackgroundColour": {
"Text": null
},
"Padding": {
"Text": "container-p-top container-p-bottom"
}
},
"FlowPart": {
"Widgets": [
{
"ContentItemId": "4j77d8y35xy7f20ztnebbkc05e",
"ContentItemVersionId": null,
"ContentType": "Image",
"DisplayText": null,
"Latest": false,
"Published": false,
"ModifiedUtc": "2022-07-26T14:12:34.2637553Z",
"PublishedUtc": null,
"CreatedUtc": null,
"Owner": null,
"Author": "Emma",
"Image": {
"Image": {
"Paths": [
"work/orangeGirlSeating.jpg"
]
},
"AltTag": {
"Text": null
}
},
"TitlePart": {
"Title": null
},
"FlowMetadata": {
"Alignment": 3,
"Size": 50
}
},
{
"ContentItemId": "47zy44xh6mysys57knydmdk4we",
"ContentItemVersionId": null,
"ContentType": "LiquidTemplate",
"DisplayText": null,
"Latest": false,
"Published": false,
"ModifiedUtc": "2022-07-26T14:12:34.266974Z",
"PublishedUtc": null,
"CreatedUtc": null,
"Owner": null,
"Author": "Emma",
"LiquidTemplate": {},
"LiquidPart": {
"Liquid": " <div class=\" wow fadeInUp Right-side-content-container\">\r\n <p id=\"Content2Worksubtext\">\r\n Inspired by their humanity and customer service, we brought First Direct’s personal touch to the forefront. Building on their established iconic assets with a new symbol, that accentuates and complements their well-known wordmark. \r\n\t</p> \r\n <p id=\"Content2Worksubtext\">\r\n We called it the ‘FD fingerprint’ and it’s more than a logo. It is a flexible brand icon that can be used across platforms to quickly and non-cognitively code that First Direct understands people, values their individuality and keeps their money secure.\r\n </p>\r\n <p id=\"Content2Worksubtext\">\r\n At every step of the user experience, we wanted the bank to own its people-first narrative. \r\n </p>\r\n <p id=\"Content2Workmaintext\">\r\n We introduced vibrant hits of colour and a playfully expressive illustration style to bring a dose of warmth and humanity. \r\n </p>\r\n <p id=\"Content2Worksubtext\">\r\n By retaining the iconic black and white colour palette with Helvetica type, we’ve maintained their reassuringly straightforward tone. \r\n </p>\r\n </div>\r\n\r\n"
},
"FlowMetadata": {
"Alignment": 3,
"Size": 50
}
}
]
},
"FlowMetadata": {
"Alignment": 3,
"Size": 100
}
},
{
"ContentItemId": "4rk4pwwmaevsq35rrhkg2xvzwj",
"ContentItemVersionId": null,
"ContentType": "Container",
"DisplayText": "Video",
"Latest": false,
"Published": false,
"ModifiedUtc": "2022-07-26T14:12:34.2691062Z",
"PublishedUtc": null,
"CreatedUtc": null,
"Owner": null,
"Author": "Emma",
"Container": {
"BackgroundColour": {
"Text": null
},
"FullWidthContainer": {
"Value": true
},
"Padding": {
"Text": "--"
}
},
"FlowPart": {
"Widgets": [
{
"ContentItemId": "4cd98j2dhs8ys6w57a7vq4ywmz",
"ContentItemVersionId": null,
"ContentType": "videoPlayer",
"DisplayText": null,
"Latest": false,
"Published": false,
"ModifiedUtc": "2022-07-26T14:12:34.2718112Z",
"PublishedUtc": null,
"CreatedUtc": null,
"Owner": null,
"Author": "Emma",
"videoPlayer": {
"VideoUrl": {
"Text": "https://player.vimeo.com/external/583432212.hd.mp4?s=e387fad095e25a09b95a800ca56a9b4f50e191c1&profile_id=175"
}
},
"FlowMetadata": {
"Alignment": 3,
"Size": 100
}
}
]
},
"TitlePart": {
"Title": "Video"
},
"FlowMetadata": {
"Alignment": 3,
"Size": 100
}
},
{
"ContentItemId": "4zb6x0693w3f965bw5apgssbx4",
"ContentItemVersionId": null,
"ContentType": "ZigZagContainer",
"DisplayText": null,
"Latest": false,
"Published": false,
"ModifiedUtc": "2022-07-26T14:12:34.2741561Z",
"PublishedUtc": null,
"CreatedUtc": null,
"Owner": null,
"Author": "Emma",
"ZigZagContainer": {
"FullWidthContainer": {
"Value": true
},
"BackgroundColour": {
"Text": "#efefef"
},
"Padding": {
"Text": null
}
},
"FlowPart": {
"Widgets": [
{
"ContentItemId": "40wsyhz6n28w01t2f12t25834r",
"ContentItemVersionId": null,
"ContentType": "LiquidTemplate",
"DisplayText": null,
"Latest": false,
"Published": false,
"ModifiedUtc": "2022-07-26T14:12:34.2768835Z",
"PublishedUtc": null,
"CreatedUtc": null,
"Owner": null,
"Author": "Emma",
"LiquidTemplate": {},
"LiquidPart": {
"Liquid": "<div class=\"wow fadeInUp leftQoute\"> \r\n <div id=\"Content3QuotesContainer\">\r\n <p id=\"Contentt3subtext2\">\r\n “First Direct is a fabulous brand loved by its customers but it had long standing issues with brand awareness and misattribution. The brilliant team at BrandOpus were a critical partner in fixing this. As usual, working with them was collaborative, creative and fun - and the final solution was genius!”\r\n\t</p>\r\n <p id=\"Content3subtext3\">\r\n <span id=\"Content3subtextHeader\" style=\"font-weight:bold;\">Helen Priestley, Brand & Marketing Director</span><br/>\r\n First Direct \r\n </p>\r\n </div>\r\n</div>\r\n\r\n"
},
"FlowMetadata": {
"Alignment": 3,
"Size": 50
}
},
{
"ContentItemId": "4p8kvqekdarb2vac83s36dsyxs",
"ContentItemVersionId": null,
"ContentType": "Image",
"DisplayText": null,
"Latest": false,
"Published": false,
"ModifiedUtc": "2022-07-26T14:12:34.2788743Z",
"PublishedUtc": null,
"CreatedUtc": null,
"Owner": null,
"Author": "Emma",
"Image": {
"Image": {
"Paths": [
"work/firstdirect.png"
]
},
"AltTag": {
"Text": null
}
},
"TitlePart": {
"Title": null
},
"FlowMetadata": {
"Alignment": 2,
"Size": 50
}
}
]
},
"FlowMetadata": {
"Alignment": 3,
"Size": 100
}
}
]
},
"CommonPart": {}
} "FlowPart": {
"Widgets": [
{
"ContentItemId": "4exy7y7sr7bj5795y19t146bcw",
"ContentItemVersionId": null,
"ContentType": "Image",
"DisplayText": null,
"Latest": false,
"Published": false,
"ModifiedUtc": "2022-08-31T09:07:52.2453718Z",
"PublishedUtc": null,
"CreatedUtc": null,
"Owner": null,
"Author": "Helen",
"Image": {
"Image": {
"Paths": [
"news/05_CathedralCity_Case_Study_BW_03_OPTA copy.jpg"
]
},
"AltTag": {
"Text": null
}
},
"TitlePart": {
"Title": null
},
"Work": {
"ThumbnailImage": {
"Paths": [
"home/humantouch.png"
]
},
"Client": {
"Text": "First Direct"
},
"BannerImages": {
"Paths": [
"work/humanWorkPageBanner.jpg"
]
},
"NextProjectLink": {
"ContentItemIds": [
&quo
HEART AND SOUL
Cathedral City
{
"Work": {
"ThumbnailImage": {
"Paths": [
"home/humantouch.png"
]
},
"Client": {
"Text": "First Direct"
},
"BannerImages": {
"Paths": [
"work/humanWorkPageBanner.jpg"
]
},
"NextProjectLink": {
"ContentItemIds": [
"4rpf6dcz8ngsk7jjaatfvmr445"
]
},
"SecondBannerImage": {
"Paths": []
},
"Gifs": {
"Paths": [
"animAssets/OUT_PROJECTGIF_FD_BOXSIZE1RECT_001 (1)_EZ.gif"
]
},
"IframeLink": {
"Text": "https://player.vimeo.com/external/593241230.hd.mp4?s=a8c94eecfdd6a48b1d8af715042408914f58eb3e&profile_id=174"
},
"CountryCode": {
"TermContentItemIds": [
"42ks5nj40tez138b5y44v92fnt",
"4jmjac5y43gqqwvaz7qg3ynyc9"
],
"TaxonomyContentItemId": "42816smfp948qw0kjpg1pef8de"
},
"HomeThumbIframeLink": {
"Text": "https://player.vimeo.com/external/582472718.hd.mp4?s=b7c596b42f38376658bb7e5b2310cbf4cabd4443&profile_id=174"
},
"MetaDescription": {
"Text": "For its first rebrand in 30 years, we created an identity that reflects First Direct’s position as the people-first bank, whilst being fit for an ever-changing digital world."
}
},
"TitlePart": {
"Title": "A Human Touch For Digital "
},
"AutoroutePart": {
"Path": "work/first-direct-uk",
"SetHomepage": false,
"Disabled": false,
"RouteContainedItems": false,
"Absolute": false
},
"FlowPart": {
"Widgets": [
{
"ContentItemId": "4zg9dyq68htf5veraetm1v1nmb",
"ContentItemVersionId": null,
"ContentType": "Container",
"DisplayText": "BannerVideo",
"Latest": false,
"Published": false,
"ModifiedUtc": "2022-07-26T14:12:34.2350567Z",
"PublishedUtc": null,
"CreatedUtc": null,
"Owner": null,
"Author": "Emma",
"Container": {
"BackgroundColour": {
"Text": null
},
"FullWidthContainer": {
"Value": true
},
"Padding": {
"Text": "--"
}
},
"FlowPart": {
"Widgets": [
{
"ContentItemId": "4ymt4t8gvzefh20jkxe61pred9",
"ContentItemVersionId": null,
"ContentType": "VideoPlayer725",
"DisplayText": null,
"Latest": false,
"Published": false,
"ModifiedUtc": "2022-07-26T14:12:34.2373223Z",
"PublishedUtc": null,
"CreatedUtc": null,
"Owner": null,
"Author": "Emma",
"VideoPlayer725": {
"VideoUrl": {
"Text": "https://player.vimeo.com/external/583426753.hd.mp4?s=b81ab6c725e867f3303475a1dc9d471071959921&profile_id=175"
}
},
"FlowMetadata": {
"Alignment": 3,
"Size": 100
}
}
]
},
"TitlePart": {
"Title": "BannerVideo"
},
"FlowMetadata": {
"Alignment": 3,
"Size": 100
}
},
{
"ContentItemId": "4fqq172ckm1mhr2mtjdwa11cd3",
"ContentItemVersionId": null,
"ContentType": "Container",
"DisplayText": "Title ",
"Latest": false,
"Published": false,
"ModifiedUtc": "2022-07-26T14:12:34.2392689Z",
"PublishedUtc": null,
"CreatedUtc": null,
"Owner": null,
"Author": "Emma",
"Container": {
"BackgroundColour": {
"Text": null
},
"FullWidthContainer": {
"Value": true
},
"Padding": {
"Text": "container-p-top"
}
},
"FlowPart": {
"Widgets": [
{
"ContentItemId": "4qtyff78xgved3ycgaw8rn025f",
"ContentItemVersionId": null,
"ContentType": "TitleHeader",
"DisplayText": "A Human Touch For The Digital Bank",
"Latest": false,
"Published": false,
"ModifiedUtc": "2022-07-26T14:12:34.2414603Z",
"PublishedUtc": null,
"CreatedUtc": null,
"Owner": null,
"Author": "Emma",
"TitleHeader": {
"isMainPageHeader": {
"Value": false
}
},
"TitlePart": {
"Title": "A Human Touch For The Digital Bank"
},
"FlowMetadata": {
"Alignment": 3,
"Size": 100
}
}
]
},
"TitlePart": {
"Title": "Title "
},
"FlowMetadata": {
"Alignment": 3,
"Size": 100
}
},
{
"ContentItemId": "4vkvw9svrsry57vps1kbh50nca",
"ContentItemVersionId": null,
"ContentType": "ZigZagContainer",
"DisplayText": null,
"Latest": false,
"Published": false,
"ModifiedUtc": "2022-07-26T14:12:34.2438677Z",
"PublishedUtc": null,
"CreatedUtc": null,
"Owner": null,
"Author": "Emma",
"ZigZagContainer": {
"FullWidthContainer": {
"Value": true
},
"BackgroundColour": {
"Text": "#efefef"
},
"Padding": {
"Text": null
}
},
"FlowPart": {
"Widgets": [
{
"ContentItemId": "41xt6tz3h4mqm0prq62qk9q84p",
"ContentItemVersionId": null,
"ContentType": "LiquidTemplate",
"DisplayText": null,
"Latest": false,
"Published": false,
"ModifiedUtc": "2022-07-26T14:12:34.2466871Z",
"PublishedUtc": null,
"CreatedUtc": null,
"Owner": null,
"Author": "Emma",
"LiquidTemplate": {},
"LiquidPart": {
"Liquid": "<div class=\"wow fadeInUp contents-container-left\">\r\n <div id=\"HeaderIntromaintext\"> \r\n When First Direct launched in 1989, it redefined what banking meant by bringing straightforward, customer-first, virtual banking to everyone. \r\n </div>\r\n <div>\r\n <p id=\"HeaderIntrosubtext\">\r\n Their challenger spirit made them the original disruptor to legacy banking. Fast-forward 30 years, and First Direct lacked the visual brand tools it needed to become a digital first bank.\r\n\t</p>\r\n <p id=\"HeaderIntrosubtext\">\r\n Visually, the brand did not have any distinctive or memorable assets beyond its black and white typeface. We set out to create an expansive suite of visual assets to drive consistency, recognition and individuality across the brand’s entire digital eco-system. \r\n </p>\r\n </div>\r\n</div>\r\n\r\n"
},
"FlowMetadata": {
"Alignment": 3,
"Size": 50
}
},
{
"ContentItemId": "43sqxcxzswmzt6e2g1d4rssdn9",
"ContentItemVersionId": null,
"ContentType": "Image",
"DisplayText": null,
"Latest": false,
"Published": false,
"ModifiedUtc": "2022-07-26T14:12:34.2484733Z",
"PublishedUtc": null,
"CreatedUtc": null,
"Owner": null,
"Author": "Emma",
"Image": {
"Image": {
"Paths": [
"work/firstDirect (2).png"
]
},
"AltTag": {
"Text": null
}
},
"TitlePart": {
"Title": null
},
"FlowMetadata": {
"Alignment": 2,
"Size": 50
}
}
]
},
"FlowMetadata": {
"Alignment": 3,
"Size": 100
}
},
{
"ContentItemId": "43mf91gh0tzqh7pcjf4hfrbwm8",
"ContentItemVersionId": null,
"ContentType": "Container",
"DisplayText": "Image1",
"Latest": false,
"Published": false,
"ModifiedUtc": "2022-07-26T14:12:34.2511312Z",
"PublishedUtc": null,
"CreatedUtc": null,
"Owner": null,
"Author": "Emma",
"Container": {
"BackgroundColour": {
"Text": null
},
"FullWidthContainer": {
"Value": true
},
"Padding": {
"Text": "container-p-bottom"
}
},
"FlowPart": {
"Widgets": [
{
"ContentItemId": "4tg3mw4z10qrsx7v0jp5agtn52",
"ContentItemVersionId": null,
"ContentType": "Image",
"DisplayText": null,
"Latest": false,
"Published": false,
"ModifiedUtc": "2022-07-26T14:12:34.253485Z",
"PublishedUtc": null,
"CreatedUtc": null,
"Owner": null,
"Author": "Emma",
"Image": {
"Image": {
"Paths": [
"work/firstDirect (3).jpg"
]
},
"AltTag": {
"Text": null
}
},
"TitlePart": {
"Title": null
},
"FlowMetadata": {
"Alignment": 3,
"Size": 100
}
}
]
},
"TitlePart": {
"Title": "Image1"
},
"FlowMetadata": {
"Alignment": 3,
"Size": 100
}
},
{
"ContentItemId": "4rd26qbx0m8c5v631q98fmed4a",
"ContentItemVersionId": null,
"ContentType": "Container",
"DisplayText": "videofaces",
"Latest": false,
"Published": false,
"ModifiedUtc": "2022-07-26T14:12:34.2565009Z",
"PublishedUtc": null,
"CreatedUtc": null,
"Owner": null,
"Author": "Emma",
"Container": {
"BackgroundColour": {
"Text": null
},
"FullWidthContainer": {
"Value": true
},
"Padding": {
"Text": "container-p-top container-p-bottom"
}
},
"FlowPart": {
"Widgets": [
{
"ContentItemId": "43j6gd15saxb22jzwyya6nxf43",
"ContentItemVersionId": null,
"ContentType": "VideoPlayer725",
"DisplayText": null,
"Latest": false,
"Published": false,
"ModifiedUtc": "2022-07-26T14:12:34.2592509Z",
"PublishedUtc": null,
"CreatedUtc": null,
"Owner": null,
"Author": "Emma",
"VideoPlayer725": {
"VideoUrl": {
"Text": "https://player.vimeo.com/external/583430718.hd.mp4?s=1d49fdce6feb74af56205c896aad4a94522b954d&profile_id=175"
}
},
"FlowMetadata": {
"Alignment": 3,
"Size": 100
}
}
]
},
"TitlePart": {
"Title": "videofaces"
},
"FlowMetadata": {
"Alignment": 3,
"Size": 100
}
},
{
"ContentItemId": "47a33ydkj79srz27spp985rdd9",
"ContentItemVersionId": null,
"ContentType": "ZigZagContainer",
"DisplayText": null,
"Latest": false,
"Published": false,
"ModifiedUtc": "2022-07-26T14:12:34.2612738Z",
"PublishedUtc": null,
"CreatedUtc": null,
"Owner": null,
"Author": "Emma",
"ZigZagContainer": {
"FullWidthContainer": {
"Value": true
},
"BackgroundColour": {
"Text": null
},
"Padding": {
"Text": "container-p-top container-p-bottom"
}
},
"FlowPart": {
"Widgets": [
{
"ContentItemId": "4j77d8y35xy7f20ztnebbkc05e",
"ContentItemVersionId": null,
"ContentType": "Image",
"DisplayText": null,
"Latest": false,
"Published": false,
"ModifiedUtc": "2022-07-26T14:12:34.2637553Z",
"PublishedUtc": null,
"CreatedUtc": null,
"Owner": null,
"Author": "Emma",
"Image": {
"Image": {
"Paths": [
"work/orangeGirlSeating.jpg"
]
},
"AltTag": {
"Text": null
}
},
"TitlePart": {
"Title": null
},
"FlowMetadata": {
"Alignment": 3,
"Size": 50
}
},
{
"ContentItemId": "47zy44xh6mysys57knydmdk4we",
"ContentItemVersionId": null,
"ContentType": "LiquidTemplate",
"DisplayText": null,
"Latest": false,
"Published": false,
"ModifiedUtc": "2022-07-26T14:12:34.266974Z",
"PublishedUtc": null,
"CreatedUtc": null,
"Owner": null,
"Author": "Emma",
"LiquidTemplate": {},
"LiquidPart": {
"Liquid": " <div class=\" wow fadeInUp Right-side-content-container\">\r\n <p id=\"Content2Worksubtext\">\r\n Inspired by their humanity and customer service, we brought First Direct’s personal touch to the forefront. Building on their established iconic assets with a new symbol, that accentuates and complements their well-known wordmark. \r\n\t</p> \r\n <p id=\"Content2Worksubtext\">\r\n We called it the ‘FD fingerprint’ and it’s more than a logo. It is a flexible brand icon that can be used across platforms to quickly and non-cognitively code that First Direct understands people, values their individuality and keeps their money secure.\r\n </p>\r\n <p id=\"Content2Worksubtext\">\r\n At every step of the user experience, we wanted the bank to own its people-first narrative. \r\n </p>\r\n <p id=\"Content2Workmaintext\">\r\n We introduced vibrant hits of colour and a playfully expressive illustration style to bring a dose of warmth and humanity. \r\n </p>\r\n <p id=\"Content2Worksubtext\">\r\n By retaining the iconic black and white colour palette with Helvetica type, we’ve maintained their reassuringly straightforward tone. \r\n </p>\r\n </div>\r\n\r\n"
},
"FlowMetadata": {
"Alignment": 3,
"Size": 50
}
}
]
},
"FlowMetadata": {
"Alignment": 3,
"Size": 100
}
},
{
"ContentItemId": "4rk4pwwmaevsq35rrhkg2xvzwj",
"ContentItemVersionId": null,
"ContentType": "Container",
"DisplayText": "Video",
"Latest": false,
"Published": false,
"ModifiedUtc": "2022-07-26T14:12:34.2691062Z",
"PublishedUtc": null,
"CreatedUtc": null,
"Owner": null,
"Author": "Emma",
"Container": {
"BackgroundColour": {
"Text": null
},
"FullWidthContainer": {
"Value": true
},
"Padding": {
"Text": "--"
}
},
"FlowPart": {
"Widgets": [
{
"ContentItemId": "4cd98j2dhs8ys6w57a7vq4ywmz",
"ContentItemVersionId": null,
"ContentType": "videoPlayer",
"DisplayText": null,
"Latest": false,
"Published": false,
"ModifiedUtc": "2022-07-26T14:12:34.2718112Z",
"PublishedUtc": null,
"CreatedUtc": null,
"Owner": null,
"Author": "Emma",
"videoPlayer": {
"VideoUrl": {
"Text": "https://player.vimeo.com/external/583432212.hd.mp4?s=e387fad095e25a09b95a800ca56a9b4f50e191c1&profile_id=175"
}
},
"FlowMetadata": {
"Alignment": 3,
"Size": 100
}
}
]
},
"TitlePart": {
"Title": "Video"
},
"FlowMetadata": {
"Alignment": 3,
"Size": 100
}
},
{
"ContentItemId": "4zb6x0693w3f965bw5apgssbx4",
"ContentItemVersionId": null,
"ContentType": "ZigZagContainer",
"DisplayText": null,
"Latest": false,
"Published": false,
"ModifiedUtc": "2022-07-26T14:12:34.2741561Z",
"PublishedUtc": null,
"CreatedUtc": null,
"Owner": null,
"Author": "Emma",
"ZigZagContainer": {
"FullWidthContainer": {
"Value": true
},
"BackgroundColour": {
"Text": "#efefef"
},
"Padding": {
"Text": null
}
},
"FlowPart": {
"Widgets": [
{
"ContentItemId": "40wsyhz6n28w01t2f12t25834r",
"ContentItemVersionId": null,
"ContentType": "LiquidTemplate",
"DisplayText": null,
"Latest": false,
"Published": false,
"ModifiedUtc": "2022-07-26T14:12:34.2768835Z",
"PublishedUtc": null,
"CreatedUtc": null,
"Owner": null,
"Author": "Emma",
"LiquidTemplate": {},
"LiquidPart": {
"Liquid": "<div class=\"wow fadeInUp leftQoute\"> \r\n <div id=\"Content3QuotesContainer\">\r\n <p id=\"Contentt3subtext2\">\r\n “First Direct is a fabulous brand loved by its customers but it had long standing issues with brand awareness and misattribution. The brilliant team at BrandOpus were a critical partner in fixing this. As usual, working with them was collaborative, creative and fun - and the final solution was genius!”\r\n\t</p>\r\n <p id=\"Content3subtext3\">\r\n <span id=\"Content3subtextHeader\" style=\"font-weight:bold;\">Helen Priestley, Brand & Marketing Director</span><br/>\r\n First Direct \r\n </p>\r\n </div>\r\n</div>\r\n\r\n"
},
"FlowMetadata": {
"Alignment": 3,
"Size": 50
}
},
{
"ContentItemId": "4p8kvqekdarb2vac83s36dsyxs",
"ContentItemVersionId": null,
"ContentType": "Image",
"DisplayText": null,
"Latest": false,
"Published": false,
"ModifiedUtc": "2022-07-26T14:12:34.2788743Z",
TRAVELLING BRIGHTER
Moto
{
"Work": {
"ThumbnailImage": {
"Paths": [
"home/humantouch.png"
]
},
"Client": {
"Text": "First Direct"
},
"BannerImages": {
"Paths": [
"work/humanWorkPageBanner.jpg"
]
},
"NextProjectLink": {
"ContentItemIds": [
"4rpf6dcz8ngsk7jjaatfvmr445"
]
},
"SecondBannerImage": {
"Paths": []
},
"Gifs": {
"Paths": [
"animAssets/OUT_PROJECTGIF_FD_BOXSIZE1RECT_001 (1)_EZ.gif"
]
},
"IframeLink": {
"Text": "https://player.vimeo.com/external/593241230.hd.mp4?s=a8c94eecfdd6a48b1d8af715042408914f58eb3e&profile_id=174"
},
"CountryCode": {
"TermContentItemIds": [
"42ks5nj40tez138b5y44v92fnt",
"4jmjac5y43gqqwvaz7qg3ynyc9"
],
"TaxonomyContentItemId": "42816smfp948qw0kjpg1pef8de"
},
"HomeThumbIframeLink": {
"Text": "https://player.vimeo.com/external/582472718.hd.mp4?s=b7c596b42f38376658bb7e5b2310cbf4cabd4443&profile_id=174"
},
"MetaDescription": {
"Text": "For its first rebrand in 30 years, we created an identity that reflects First Direct’s position as the people-first bank, whilst being fit for an ever-changing digital world."
}
},
"TitlePart": {
"Title": "A Human Touch For Digital "
},
"AutoroutePart": {
"Path": "work/first-direct-uk",
"SetHomepage": false,
"Disabled": false,
"RouteContainedItems": false,
"Absolute": false
},
"FlowPart": {
"Widgets": [
{
"ContentItemId": "4zg9dyq68htf5veraetm1v1nmb",
"ContentItemVersionId": null,
"ContentType": "Container",
"DisplayText": "BannerVideo",
"Latest": false,
"Published": false,
"ModifiedUtc": "2022-07-26T14:12:34.2350567Z",
"PublishedUtc": null,
"CreatedUtc": null,
"Owner": null,
"Author": "Emma",
"Container": {
"BackgroundColour": {
"Text": null
},
"FullWidthContainer": {
"Value": true
},
"Padding": {
"Text": "--"
}
},
"FlowPart": {
"Widgets": [
{
"ContentItemId": "4ymt4t8gvzefh20jkxe61pred9",
"ContentItemVersionId": null,
"ContentType": "VideoPlayer725",
"DisplayText": null,
"Latest": false,
"Published": false,
"ModifiedUtc": "2022-07-26T14:12:34.2373223Z",
"PublishedUtc": null,
"CreatedUtc": null,
"Owner": null,
"Author": "Emma",
"VideoPlayer725": {
"VideoUrl": {
"Text": "https://player.vimeo.com/external/583426753.hd.mp4?s=b81ab6c725e867f3303475a1dc9d471071959921&profile_id=175"
}
},
"FlowMetadata": {
"Alignment": 3,
"Size": 100
}
}
]
},
"TitlePart": {
"Title": "BannerVideo"
},
"FlowMetadata": {
"Alignment": 3,
"Size": 100
}
},
{
"ContentItemId": "4fqq172ckm1mhr2mtjdwa11cd3",
"ContentItemVersionId": null,
"ContentType": "Container",
"DisplayText": "Title ",
"Latest": false,
"Published": false,
"ModifiedUtc": "2022-07-26T14:12:34.2392689Z",
"PublishedUtc": null,
"CreatedUtc": null,
"Owner": null,
"Author": "Emma",
"Container": {
"BackgroundColour": {
"Text": null
},
"FullWidthContainer": {
"Value": true
},
"Padding": {
"Text": "container-p-top"
}
},
"FlowPart": {
"Widgets": [
{
"ContentItemId": "4qtyff78xgved3ycgaw8rn025f",
"ContentItemVersionId": null,
"ContentType": "TitleHeader",
"DisplayText": "A Human Touch For The Digital Bank",
"Latest": false,
"Published": false,
"ModifiedUtc": "2022-07-26T14:12:34.2414603Z",
"PublishedUtc": null,
"CreatedUtc": null,
"Owner": null,
"Author": "Emma",
"TitleHeader": {
"isMainPageHeader": {
"Value": false
}
},
"TitlePart": {
"Title": "A Human Touch For The Digital Bank"
},
"FlowMetadata": {
"Alignment": 3,
"Size": 100
}
}
]
},
"TitlePart": {
"Title": "Title "
},
"FlowMetadata": {
"Alignment": 3,
"Size": 100
}
},
{
"ContentItemId": "4vkvw9svrsry57vps1kbh50nca",
"ContentItemVersionId": null,
"ContentType": "ZigZagContainer",
"DisplayText": null,
"Latest": false,
"Published": false,
"ModifiedUtc": "2022-07-26T14:12:34.2438677Z",
"PublishedUtc": null,
"CreatedUtc": null,
"Owner": null,
"Author": "Emma",
"ZigZagContainer": {
"FullWidthContainer": {
"Value": true
},
"BackgroundColour": {
"Text": "#efefef"
},
"Padding": {
"Text": null
}
},
"FlowPart": {
"Widgets": [
{
"ContentItemId": "41xt6tz3h4mqm0prq62qk9q84p",
"ContentItemVersionId": null,
"ContentType": "LiquidTemplate",
"DisplayText": null,
"Latest": false,
"Published": false,
"ModifiedUtc": "2022-07-26T14:12:34.2466871Z",
"PublishedUtc": null,
"CreatedUtc": null,
"Owner": null,
"Author": "Emma",
"LiquidTemplate": {},
"LiquidPart": {
"Liquid": "<div class=\"wow fadeInUp contents-container-left\">\r\n <div id=\"HeaderIntromaintext\"> \r\n When First Direct launched in 1989, it redefined what banking meant by bringing straightforward, customer-first, virtual banking to everyone. \r\n </div>\r\n <div>\r\n <p id=\"HeaderIntrosubtext\">\r\n Their challenger spirit made them the original disruptor to legacy banking. Fast-forward 30 years, and First Direct lacked the visual brand tools it needed to become a digital first bank.\r\n\t</p>\r\n <p id=\"HeaderIntrosubtext\">\r\n Visually, the brand did not have any distinctive or memorable assets beyond its black and white typeface. We set out to create an expansive suite of visual assets to drive consistency, recognition and individuality across the brand’s entire digital eco-system. \r\n </p>\r\n </div>\r\n</div>\r\n\r\n"
},
"FlowMetadata": {
"Alignment": 3,
"Size": 50
}
},
{
"ContentItemId": "43sqxcxzswmzt6e2g1d4rssdn9",
"ContentItemVersionId": null,
"ContentType": "Image",
"DisplayText": null,
"Latest": false,
"Published": false,
"ModifiedUtc": "2022-07-26T14:12:34.2484733Z",
"PublishedUtc": null,
"CreatedUtc": null,
"Owner": null,
"Author": "Emma",
"Image": {
"Image": {
"Paths": [
"work/firstDirect (2).png"
]
},
"AltTag": {
"Text": null
}
},
"TitlePart": {
"Title": null
},
"FlowMetadata": {
"Alignment": 2,
"Size": 50
}
}
]
},
"FlowMetadata": {
"Alignment": 3,
"Size": 100
}
},
{
"ContentItemId": "43mf91gh0tzqh7pcjf4hfrbwm8",
"ContentItemVersionId": null,
"ContentType": "Container",
"DisplayText": "Image1",
"Latest": false,
"Published": false,
"ModifiedUtc": "2022-07-26T14:12:34.2511312Z",
"PublishedUtc": null,
"CreatedUtc": null,
"Owner": null,
"Author": "Emma",
"Container": {
"BackgroundColour": {
"Text": null
},
"FullWidthContainer": {
"Value": true
},
"Padding": {
"Text": "container-p-bottom"
}
},
"FlowPart": {
"Widgets": [
{
"ContentItemId": "4tg3mw4z10qrsx7v0jp5agtn52",
"ContentItemVersionId": null,
"ContentType": "Image",
"DisplayText": null,
"Latest": false,
"Published": false,
"ModifiedUtc": "2022-07-26T14:12:34.253485Z",
"PublishedUtc": null,
"CreatedUtc": null,
"Owner": null,
"Author": "Emma",
"Image": {
"Image": {
"Paths": [
"work/firstDirect (3).jpg"
]
},
"AltTag": {
"Text": null
}
},
"TitlePart": {
"Title": null
},
"FlowMetadata": {
"Alignment": 3,
"Size": 100
}
}
]
},
"TitlePart": {
"Title": "Image1"
},
"FlowMetadata": {
"Alignment": 3,
"Size": 100
}
},
{
"ContentItemId": "4rd26qbx0m8c5v631q98fmed4a",
"ContentItemVersionId": null,
"ContentType": "Container",
"DisplayText": "videofaces",
"Latest": false,
"Published": false,
"ModifiedUtc": "2022-07-26T14:12:34.2565009Z",
"PublishedUtc": null,
"CreatedUtc": null,
"Owner": null,
"Author": "Emma",
"Container": {
"BackgroundColour": {
"Text": null
},
"FullWidthContainer": {
"Value": true
},
"Padding": {
"Text": "container-p-top container-p-bottom"
}
},
"FlowPart": {
"Widgets": [
{
"ContentItemId": "43j6gd15saxb22jzwyya6nxf43",
"ContentItemVersionId": null,
"ContentType": "VideoPlayer725",
"DisplayText": null,
"Latest": false,
"Published": false,
"ModifiedUtc": "2022-07-26T14:12:34.2592509Z",
"PublishedUtc": null,
"CreatedUtc": null,
"Owner": null,
"Author": "Emma",
"VideoPlayer725": {
"VideoUrl": {
"Text": "https://player.vimeo.com/external/583430718.hd.mp4?s=1d49fdce6feb74af56205c896aad4a94522b954d&profile_id=175"
}
},
"FlowMetadata": {
"Alignment": 3,
"Size": 100
}
}
]
},
"TitlePart": {
"Title": "videofaces"
},
"FlowMetadata": {
"Alignment": 3,
"Size": 100
}
},
{
"ContentItemId": "47a33ydkj79srz27spp985rdd9",
"ContentItemVersionId": null,
"ContentType": "ZigZagContainer",
"DisplayText": null,
"Latest": false,
"Published": false,
"ModifiedUtc": "2022-07-26T14:12:34.2612738Z",
"PublishedUtc": null,
"CreatedUtc": null,
"Owner": null,
"Author": "Emma",
"ZigZagContainer": {
"FullWidthContainer": {
"Value": true
},
"BackgroundColour": {
"Text": null
},
"Padding": {
"Text": "container-p-top container-p-bottom"
}
},
"FlowPart": {
"Widgets": [
{
"ContentItemId": "4j77d8y35xy7f20ztnebbkc05e",
"ContentItemVersionId": null,
"ContentType": "Image",
"DisplayText": null,
"Latest": false,
"Published": false,
"ModifiedUtc": "2022-07-26T14:12:34.2637553Z",
"PublishedUtc": null,
"CreatedUtc": null,
"Owner": null,
"Author": "Emma",
"Image": {
"Image": {
"Paths": [
"work/orangeGirlSeating.jpg"
]
},
"AltTag": {
"Text": null
}
},
"TitlePart": {
"Title": null
},
"FlowMetadata": {
"Alignment": 3,
"Size": 50
}
},
{
"ContentItemId": "47zy44xh6mysys57knydmdk4we",
"ContentItemVersionId": null,
"ContentType": "LiquidTemplate",
"DisplayText": null,
"Latest": false,
"Published": false,
"ModifiedUtc": "2022-07-26T14:12:34.266974Z",
"PublishedUtc": null,
"CreatedUtc": null,
"Owner": null,
"Author": "Emma",
"LiquidTemplate": {},
"LiquidPart": {
"Liquid": " <div class=\" wow fadeInUp Right-side-content-container\">\r\n <p id=\"Content2Worksubtext\">\r\n Inspired by their humanity and customer service, we brought First Direct’s personal touch to the forefront. Building on their established iconic assets with a new symbol, that accentuates and complements their well-known wordmark. \r\n\t</p> \r\n <p id=\"Content2Worksubtext\">\r\n We called it the ‘FD fingerprint’ and it’s more than a logo. It is a flexible brand icon that can be used across platforms to quickly and non-cognitively code that First Direct understands people, values their individuality and keeps their money secure.\r\n </p>\r\n <p id=\"Content2Worksubtext\">\r\n At every step of the user experience, we wanted the bank to own its people-first narrative. \r\n </p>\r\n <p id=\"Content2Workmaintext\">\r\n We introduced vibrant hits of colour and a playfully expressive illustration style to bring a dose of warmth and humanity. \r\n </p>\r\n <p id=\"Content2Worksubtext\">\r\n By retaining the iconic black and white colour palette with Helvetica type, we’ve maintained their reassuringly straightforward tone. \r\n </p>\r\n </div>\r\n\r\n"
},
"FlowMetadata": {
"Alignment": 3,
"Size": 50
}
}
]
},
"FlowMetadata": {
"Alignment": 3,
"Size": 100
}
},
{
"ContentItemId": "4rk4pwwmaevsq35rrhkg2xvzwj",
"ContentItemVersionId": null,
"ContentType": "Container",
"DisplayText": "Video",
"Latest": false,
"Published": false,
"ModifiedUtc": "2022-07-26T14:12:34.2691062Z",
"PublishedUtc": null,
"CreatedUtc": null,
"Owner": null,
"Author": "Emma",
"Container": {
"BackgroundColour": {
"Text": null
},
"FullWidthContainer": {
"Value": true
},
"Padding": {
"Text": "--"
}
},
"FlowPart": {
"Widgets": [
{
"ContentItemId": "4cd98j2dhs8ys6w57a7vq4ywmz",
"ContentItemVersionId": null,
"ContentType": "videoPlayer",
"DisplayText": null,
"Latest": false,
"Published": false,
"ModifiedUtc": "2022-07-26T14:12:34.2718112Z",
"PublishedUtc": null,
"CreatedUtc": null,
"Owner": null,
"Author": "Emma",
"videoPlayer": {
"VideoUrl": {
"Text": "https://player.vimeo.com/external/583432212.hd.mp4?s=e387fad095e25a09b95a800ca56a9b4f50e191c1&profile_id=175"
}
},
"FlowMetadata": {
"Alignment": 3,
"Size": 100
}
}
]
},
"TitlePart": {
"Title": "Video"
},
"FlowMetadata": {
"Alignment": 3,
"Size": 100
}
},
{
"ContentItemId": "4zb6x0693w3f965bw5apgssbx4",
"ContentItemVersionId": null,
"ContentType": "ZigZagContainer",
"DisplayText": null,
"Latest": false,
"Published": false,
"ModifiedUtc": "2022-07-26T14:12:34.2741561Z",
"PublishedUtc": null,
"CreatedUtc": null,
"Owner": null,
"Author": "Emma",
"ZigZagContainer": {
"FullWidthContainer": {
"Value": true
},
"BackgroundColour": {
"Text": "#efefef"
},
"Padding": {
"Text": null
}
},
"FlowPart": {
"Widgets": [
{
"ContentItemId": "40wsyhz6n28w01t2f12t25834r",
"ContentItemVersionId": null,
"ContentType": "LiquidTemplate",
"DisplayText": null,
"Latest": false,
"Published": false,
"ModifiedUtc": "2022-07-26T14:12:34.2768835Z",
"PublishedUtc": null,
"CreatedUtc": null,
"Owner": null,
"Author": "Emma",
"LiquidTemplate": {},
"LiquidPart": {
"Liquid": "<div class=\"wow fadeInUp leftQoute\"> \r\n <div id=\"Content3QuotesContainer\">\r\n <p id=\"Contentt3subtext2\">\r\n “First Direct is a fabulous brand loved by its customers but it had long standing issue
HELLO SUNSHINE
McCain
{
"Work": {
"ThumbnailImage": {
"Paths": [
"home/humantouch.png"
]
},
"Client": {
"Text": "First Direct"
},
"BannerImages": {
"Paths": [
"work/humanWorkPageBanner.jpg"
]
},
"NextProjectLink": {
"ContentItemIds": [
"4rpf6dcz8ngsk7jjaatfvmr445"
]
},
"SecondBannerImage": {
"Paths": []
},
"Gifs": {
"Paths": [
"animAssets/OUT_PROJECTGIF_FD_BOXSIZE1RECT_001 (1)_EZ.gif"
]
},
"IframeLink": {
"Text": "https://player.vimeo.com/external/593241230.hd.mp4?s=a8c94eecfdd6a48b1d8af715042408914f58eb3e&profile_id=174"
},
"CountryCode": {
"TermContentItemIds": [
"42ks5nj40tez138b5y44v92fnt",
"4jmjac5y43gqqwvaz7qg3ynyc9"
],
"TaxonomyContentItemId": "42816smfp948qw0kjpg1pef8de"
},
"HomeThumbIframeLink": {
"Text": "https://player.vimeo.com/external/582472718.hd.mp4?s=b7c596b42f38376658bb7e5b2310cbf4cabd4443&profile_id=174"
},
"MetaDescription": {
"Text": "For its first rebrand in 30 years, we created an identity that reflects First Direct’s position as the people-first bank, whilst being fit for an ever-changing digital world."
}
},
"TitlePart": {
"Title": "A Human Touch For Digital "
},
"AutoroutePart": {
"Path": "work/first-direct-uk",
"SetHomepage": false,
"Disabled": false,
"RouteContainedItems": false,
"Absolute": false
},
"FlowPart": {
"Widgets": [
{
"ContentItemId": "4zg9dyq68htf5veraetm1v1nmb",
"ContentItemVersionId": null,
"ContentType": "Container",
"DisplayText": "BannerVideo",
"Latest": false,
"Published": false,
"ModifiedUtc": "2022-07-26T14:12:34.2350567Z",
"PublishedUtc": null,
"CreatedUtc": null,
"Owner": null,
"Author": "Emma",
"Container": {
"BackgroundColour": {
"Text": null
},
"FullWidthContainer": {
"Value": true
},
"Padding": {
"Text": "--"
}
},
"FlowPart": {
"Widgets": [
{
"ContentItemId": "4ymt4t8gvzefh20jkxe61pred9",
"ContentItemVersionId": null,
"ContentType": "VideoPlayer725",
"DisplayText": null,
"Latest": false,
"Published": false,
"ModifiedUtc": "2022-07-26T14:12:34.2373223Z",
"PublishedUtc": null,
"CreatedUtc": null,
"Owner": null,
"Author": "Emma",
"VideoPlayer725": {
"VideoUrl": {
"Text": "https://player.vimeo.com/external/583426753.hd.mp4?s=b81ab6c725e867f3303475a1dc9d471071959921&profile_id=175"
}
},
"FlowMetadata": {
"Alignment": 3,
"Size": 100
}
}
]
},
"TitlePart": {
"Title": "BannerVideo"
},
"FlowMetadata": {
"Alignment": 3,
"Size": 100
}
},
{
"ContentItemId": "4fqq172ckm1mhr2mtjdwa11cd3",
"ContentItemVersionId": null,
"ContentType": "Container",
"DisplayText": "Title ",
"Latest": false,
"Published": false,
"ModifiedUtc": "2022-07-26T14:12:34.2392689Z",
"PublishedUtc": null,
"CreatedUtc": null,
"Owner": null,
"Author": "Emma",
"Container": {
"BackgroundColour": {
"Text": null
},
"FullWidthContainer": {
"Value": true
},
"Padding": {
"Text": "container-p-top"
}
},
"FlowPart": {
"Widgets": [
{
"ContentItemId": "4qtyff78xgved3ycgaw8rn025f",
"ContentItemVersionId": null,
"ContentType": "TitleHeader",
"DisplayText": "A Human Touch For The Digital Bank",
"Latest": false,
"Published": false,
"ModifiedUtc": "2022-07-26T14:12:34.2414603Z",
"PublishedUtc": null,
"CreatedUtc": null,
"Owner": null,
"Author": "Emma",
"TitleHeader": {
"isMainPageHeader": {
"Value": false
}
},
"TitlePart": {
"Title": "A Human Touch For The Digital Bank"
},
"FlowMetadata": {
"Alignment": 3,
"Size": 100
}
}
]
},
"TitlePart": {
"Title": "Title "
},
"FlowMetadata": {
"Alignment": 3,
"Size": 100
}
},
{
"ContentItemId": "4vkvw9svrsry57vps1kbh50nca",
"ContentItemVersionId": null,
"ContentType": "ZigZagContainer",
"DisplayText": null,
"Latest": false,
"Published": false,
"ModifiedUtc": "2022-07-26T14:12:34.2438677Z",
"PublishedUtc": null,
"CreatedUtc": null,
"Owner": null,
"Author": "Emma",
"ZigZagContainer": {
"FullWidthContainer": {
"Value": true
},
"BackgroundColour": {
"Text": "#efefef"
},
"Padding": {
"Text": null
}
},
"FlowPart": {
"Widgets": [
{
"ContentItemId": "41xt6tz3h4mqm0prq62qk9q84p",
"ContentItemVersionId": null,
"ContentType": "LiquidTemplate",
"DisplayText": null,
"Latest": false,
"Published": false,
"ModifiedUtc": "2022-07-26T14:12:34.2466871Z",
"PublishedUtc": null,
"CreatedUtc": null,
"Owner": null,
"Author": "Emma",
"LiquidTemplate": {},
"LiquidPart": {
"Liquid": "<div class=\"wow fadeInUp contents-container-left\">\r\n <div id=\"HeaderIntromaintext\"> \r\n When First Direct launched in 1989, it redefined what banking meant by bringing straightforward, customer-first, virtual banking to everyone. \r\n </div>\r\n <div>\r\n <p id=\"HeaderIntrosubtext\">\r\n Their challenger spirit made them the original disruptor to legacy banking. Fast-forward 30 years, and First Direct lacked the visual brand tools it needed to become a digital first bank.\r\n\t</p>\r\n <p id=\"HeaderIntrosubtext\">\r\n Visually, the brand did not have any distinctive or memorable assets beyond its black and white typeface. We set out to create an expansive suite of visual assets to drive consistency, recognition and individuality across the brand’s entire digital eco-system. \r\n </p>\r\n </div>\r\n</div>\r\n\r\n"
},
"FlowMetadata": {
"Alignment": 3,
"Size": 50
}
},
{
"ContentItemId": "43sqxcxzswmzt6e2g1d4rssdn9",
"ContentItemVersionId": null,
"ContentType": "Image",
"DisplayText": null,
"Latest": false,
"Published": false,
"ModifiedUtc": "2022-07-26T14:12:34.2484733Z",
"PublishedUtc": null,
"CreatedUtc": null,
"Owner": null,
"Author": "Emma",
"Image": {
"Image": {
"Paths": [
"work/firstDirect (2).png"
]
},
"AltTag": {
"Text": null
}
},
"TitlePart": {
"Title": null
},
"FlowMetadata": {
"Alignment": 2,
"Size": 50
}
}
]
},
"FlowMetadata": {
"Alignment": 3,
"Size": 100
}
},
{
"ContentItemId": "43mf91gh0tzqh7pcjf4hfrbwm8",
"ContentItemVersionId": null,
"ContentType": "Container",
"DisplayText": "Image1",
"Latest": false,
"Published": false,
"ModifiedUtc": "2022-07-26T14:12:34.2511312Z",
"PublishedUtc": null,
"CreatedUtc": null,
"Owner": null,
"Author": "Emma",
"Container": {
"BackgroundColour": {
"Text": null
},
"FullWidthContainer": {
"Value": true
},
"Padding": {
"Text": "container-p-bottom"
}
},
"FlowPart": {
"Widgets": [
{
"ContentItemId": "4tg3mw4z10qrsx7v0jp5agtn52",
"ContentItemVersionId": null,
"ContentType": "Image",
"DisplayText": null,
"Latest": false,
"Published": false,
"ModifiedUtc": "2022-07-26T14:12:34.253485Z",
"PublishedUtc": null,
"CreatedUtc": null,
"Owner": null,
"Author": "Emma",
"Image": {
"Image": {
"Paths": [
"work/firstDirect (3).jpg"
]
},
"AltTag": {
"Text": null
}
},
"TitlePart": {
"Title": null
},
"FlowMetadata": {
"Alignment": 3,
"Size": 100
}
}
]
},
"TitlePart": {
"Title": "Image1"
},
"FlowMetadata": {
"Alignment": 3,
"Size": 100
}
},
{
"ContentItemId": "4rd26qbx0m8c5v631q98fmed4a",
"ContentItemVersionId": null,
"ContentType": "Container",
"DisplayText": "videofaces",
"Latest": false,
"Published": false,
"ModifiedUtc": "2022-07-26T14:12:34.2565009Z",
"PublishedUtc": null,
"CreatedUtc": null,
"Owner": null,
"Author": "Emma",
"Container": {
"BackgroundColour": {
"Text": null
},
"FullWidthContainer": {
"Value": true
},
"Padding": {
"Text": "container-p-top container-p-bottom"
}
},
"FlowPart": {
"Widgets": [
{
"ContentItemId": "43j6gd15saxb22jzwyya6nxf43",
"ContentItemVersionId": null,
"ContentType": "VideoPlayer725",
"DisplayText": null,
"Latest": false,
"Published": false,
"ModifiedUtc": "2022-07-26T14:12:34.2592509Z",
"PublishedUtc": null,
"CreatedUtc": null,
"Owner": null,
"Author": "Emma",
"VideoPlayer725": {
"VideoUrl": {
"Text": "https://player.vimeo.com/external/583430718.hd.mp4?s=1d49fdce6feb74af56205c896aad4a94522b954d&profile_id=175"
}
},
"FlowMetadata": {
"Alignment": 3,
"Size": 100
}
}
]
},
"TitlePart": {
"Title": "videofaces"
},
"FlowMetadata": {
"Alignment": 3,
"Size": 100
}
},
{
"ContentItemId": "47a33ydkj79srz27spp985rdd9",
"ContentItemVersionId": null,
"ContentType": "ZigZagContainer",
"DisplayText": null,
"Latest": false,
"Published": false,
"ModifiedUtc": "2022-07-26T14:12:34.2612738Z",
"PublishedUtc": null,
"CreatedUtc": null,
"Owner": null,
"Author": "Emma",
"ZigZagContainer": {
"FullWidthContainer": {
"Value": true
},
"BackgroundColour": {
"Text": null
},
"Padding": {
"Text": "container-p-top container-p-bottom"
}
},
"FlowPart": {
"Widgets": [
{
"ContentItemId": "4j77d8y35xy7f20ztnebbkc05e",
"ContentItemVersionId": null,
"ContentType": "Image",
"DisplayText": null,
"Latest": false,
"Published": false,
"ModifiedUtc": "2022-07-26T14:12:34.2637553Z",
"PublishedUtc": null,
"CreatedUtc": null,
"Owner": null,
"Author": "Emma",
"Image": {
"Image": {
"Paths": [
"work/orangeGirlSeating.jpg"
]
},
"AltTag": {
"Text": null
}
},
"TitlePart": {
"Title": null
},
"FlowMetadata": {
"Alignment": 3,
"Size": 50
}
},
{
"ContentItemId": "47zy44xh6mysys57knydmdk4we",
"ContentItemVersionId": null,
"ContentType": "LiquidTemplate",
"DisplayText": null,
"Latest": false,
"Published": false,
"ModifiedUtc": "2022-07-26T14:12:34.266974Z",
"PublishedUtc": null,
"CreatedUtc": null,
"Owner": null,
"Author": "Emma",
"LiquidTemplate": {},
"LiquidPart": {
"Liquid": " <div class=\" wow fadeInUp Right-side-content-container\">\r\n <p id=\"Content2Worksubtext\">\r\n Inspired by their humanity and customer service, we brought First Direct’s personal touch to the forefront. Building on their established iconic assets with a new symbol, that accentuates and complements their well-known wordmark. \r\n\t</p> \r\n <p id=\"Content2Worksubtext\">\r\n We called it the ‘FD fingerprint’ and it’s more than a logo. It is a flexible brand icon that can be used across platforms to quickly and non-cognitively code that First Direct understands people, values their individuality and keeps their money secure.\r\n </p>\r\n <p id=\"Content2Worksubtext\">\r\n At every step of the user experience, we wanted the bank to own its people-first narrative. \r\n </p>\r\n <p id=\"Content2Workmaintext\">\r\n We introduced vibrant hits of colour and a playfully expressive illustration style to bring a dose of warmth and humanity. \r\n </p>\r\n <p id=\"Content2Worksubtext\">\r\n By retaining the iconic black and white colour palette with Helvetica type, we’ve maintained their reassuringly straightforward tone. \r\n </p>\r\n </div>\r\n\r\n"
},
"FlowMetadata": {
"Alignment": 3,
"Size": 50
}
}
]
},
"FlowMetadata": {
"Alignment": 3,
"Size": 100
}
},
{
"ContentItemId": "4rk4pwwmaevsq35rrhkg2xvzwj",
"ContentItemVersionId": null,
"ContentType": "Container",
"DisplayText": "Video",
"Latest": false,
"Published": false,
"ModifiedUtc": "2022-07-26T14:12:34.2691062Z",
"PublishedUtc": null,
"CreatedUtc": null,
"Owner": null,
"Author": "Emma",
"Container": {
"BackgroundColour": {
"Text": null
},
"FullWidthContainer": {
"Value": true
},
"Padding": {
"Text": "--"
}
},
"FlowPart": {
"Widgets": [
{
"ContentItemId": "4cd98j2dhs8ys6w57a7vq4ywmz",
"ContentItemVersionId": null,
"ContentType": "videoPlayer",
"DisplayText": null,
"Latest": false,
"Published": false,
"ModifiedUtc": "2022-07-26T14:12:34.2718112Z",
"PublishedUtc": null,
"CreatedUtc": null,
"Owner": null,
"Author": "Emma",
"videoPlayer": {
"VideoUrl": {
"Text": "https://player.vimeo.com/external/583432212.hd.mp4?s=e387fad095e25a09b95a800ca56a9b4f50e191c1&profile_id=175"
}
},
"FlowMetadata": {
"Alignment": 3,
"Size": 100
}
}
]
},
"TitlePart": {
"Title": "Video"
},
"FlowMetadata": {
"Alignment": 3,
"Size": 100
}
},
{
"ContentItemId": "4zb6x0693w3f965bw5apgssbx4",
"ContentItemVersionId": null,
"ContentType": "ZigZagContainer",
"DisplayText": null,
"Latest": false,
"Published": false,
"ModifiedUtc": "2022-07-26T14:12:34.2741561Z",
"PublishedUtc": null,
"CreatedUtc": null,
"Owner": null,
"Author": "Emma",
"ZigZagContainer": {
"FullWidthContainer": {
"Value": true
},
"BackgroundColour": {
"Text": "#efefef"
},
"Padding": {
"Text": null
}
},
"FlowPart": {
"Widgets": [
{
"ContentItemId": "40wsyhz6n28w01t2f12t25834r",
"ContentItemVersionId": null,
"ContentType": "LiquidTemplate",
"DisplayText": null,
"Latest": false,
"Published": false,
"ModifiedUtc": "2022-07-26T14:12:34.2768835Z",
"PublishedUtc": null,
"CreatedUtc": null,
"Owner": null,
"Author": "Emma",
"LiquidTemplate": {},
"LiquidPart": {
"Liquid": "<div class=\"wow fadeInUp leftQoute\"> \r\n <div id=\"Content3QuotesContainer\">\r\n <p id=\"Contentt3subtext2\">\r\n “First Direct is a fabulous brand loved by its customers but it had long standing issues with brand awareness and misattribution. The brilliant team at BrandOpus were a critical partner in fixing this. As usual, working with them was collaborative, creative and fun - and the final solution was genius!”\r\n\t</p>\r\n <p id=\"Content3subtext3\">\r\n <span id=\"Content3subtextHeader\" style=\"font-weight:bold;\">Helen Priestley, Brand & Marketing Director</span><br/>\r\n First Direct \r\n </p>\r\n </div>\r\n</div>\r\n\r\n"
},
"FlowMetadata": {
"Alignment": 3,
"Size": 50
}
},
{
"ContentItemId": "4p8kvqekdarb2vac83s36dsyxs",
"ContentItemVersionId": null,
"ContentType": "Image",
"DisplayText": null,
"Latest": false,
"Published": false,
"ModifiedUtc": "2022-07-26T14:12:34.2788743Z",
"PublishedUtc": null,
"
OPENING THE WAY
Ramblers
{
"Work": {
"ThumbnailImage": {
"Paths": [
"home/humantouch.png"
]
},
"Client": {
"Text": "First Direct"
},
"BannerImages": {
"Paths": [
"work/humanWorkPageBanner.jpg"
]
},
"NextProjectLink": {
"ContentItemIds": [
"4rpf6dcz8ngsk7jjaatfvmr445"
]
},
"SecondBannerImage": {
"Paths": []
},
"Gifs": {
"Paths": [
"animAssets/OUT_PROJECTGIF_FD_BOXSIZE1RECT_001 (1)_EZ.gif"
]
},
"IframeLink": {
"Text": "https://player.vimeo.com/external/593241230.hd.mp4?s=a8c94eecfdd6a48b1d8af715042408914f58eb3e&profile_id=174"
},
"CountryCode": {
"TermContentItemIds": [
"42ks5nj40tez138b5y44v92fnt",
"4jmjac5y43gqqwvaz7qg3ynyc9"
],
"TaxonomyContentItemId": "42816smfp948qw0kjpg1pef8de"
},
"HomeThumbIframeLink": {
"Text": "https://player.vimeo.com/external/582472718.hd.mp4?s=b7c596b42f38376658bb7e5b2310cbf4cabd4443&profile_id=174"
},
"MetaDescription": {
"Text": "For its first rebrand in 30 years, we created an identity that reflects First Direct’s position as the people-first bank, whilst being fit for an ever-changing digital world."
}
},
"TitlePart": {
"Title": "A Human Touch For Digital "
},
"AutoroutePart": {
"Path": "work/first-direct-uk",
"SetHomepage": false,
"Disabled": false,
"RouteContainedItems": false,
"Absolute": false
},
"FlowPart": {
"Widgets": [
{
"ContentItemId": "4zg9dyq68htf5veraetm1v1nmb",
"ContentItemVersionId": null,
"ContentType": "Container",
"DisplayText": "BannerVideo",
"Latest": false,
"Published": false,
"ModifiedUtc": "2022-07-26T14:12:34.2350567Z",
"PublishedUtc": null,
"CreatedUtc": null,
"Owner": null,
"Author": "Emma",
"Container": {
"BackgroundColour": {
"Text": null
},
"FullWidthContainer": {
"Value": true
},
"Padding": {
"Text": "--"
}
},
"FlowPart": {
"Widgets": [
{
"ContentItemId": "4ymt4t8gvzefh20jkxe61pred9",
"ContentItemVersionId": null,
"ContentType": "VideoPlayer725",
"DisplayText": null,
"Latest": false,
"Published": false,
"ModifiedUtc": "2022-07-26T14:12:34.2373223Z",
"PublishedUtc": null,
"CreatedUtc": null,
"Owner": null,
"Author": "Emma",
"VideoPlayer725": {
"VideoUrl": {
"Text": "https://player.vimeo.com/external/583426753.hd.mp4?s=b81ab6c725e867f3303475a1dc9d471071959921&profile_id=175"
}
},
"FlowMetadata": {
"Alignment": 3,
"Size": 100
}
}
]
},
"TitlePart": {
"Title": "BannerVideo"
},
"FlowMetadata": {
"Alignment": 3,
"Size": 100
}
},
{
"ContentItemId": "4fqq172ckm1mhr2mtjdwa11cd3",
"ContentItemVersionId": null,
"ContentType": "Container",
"DisplayText": "Title ",
"Latest": false,
"Published": false,
"ModifiedUtc": "2022-07-26T14:12:34.2392689Z",
"PublishedUtc": null,
"CreatedUtc": null,
"Owner": null,
"Author": "Emma",
"Container": {
"BackgroundColour": {
"Text": null
},
"FullWidthContainer": {
"Value": true
},
"Padding": {
"Text": "container-p-top"
}
},
"FlowPart": {
"Widgets": [
{
"ContentItemId": "4qtyff78xgved3ycgaw8rn025f",
"ContentItemVersionId": null,
"ContentType": "TitleHeader",
"DisplayText": "A Human Touch For The Digital Bank",
"Latest": false,
"Published": false,
"ModifiedUtc": "2022-07-26T14:12:34.2414603Z",
"PublishedUtc": null,
"CreatedUtc": null,
"Owner": null,
"Author": "Emma",
"TitleHeader": {
"isMainPageHeader": {
"Value": false
}
},
"TitlePart": {
"Title": "A Human Touch For The Digital Bank"
},
"FlowMetadata": {
"Alignment": 3,
"Size": 100
}
}
]
},
"TitlePart": {
"Title": "Title "
},
"FlowMetadata": {
"Alignment": 3,
"Size": 100
}
},
{
"ContentItemId": "4vkvw9svrsry57vps1kbh50nca",
"ContentItemVersionId": null,
"ContentType": "ZigZagContainer",
"DisplayText": null,
"Latest": false,
"Published": false,
"ModifiedUtc": "2022-07-26T14:12:34.2438677Z",
"PublishedUtc": null,
"CreatedUtc": null,
"Owner": null,
"Author": "Emma",
"ZigZagContainer": {
"FullWidthContainer": {
"Value": true
},
"BackgroundColour": {
"Text": "#efefef"
},
"Padding": {
"Text": null
}
},
"FlowPart": {
"Widgets": [
{
"ContentItemId": "41xt6tz3h4mqm0prq62qk9q84p",
"ContentItemVersionId": null,
"ContentType": "LiquidTemplate",
"DisplayText": null,
"Latest": false,
"Published": false,
"ModifiedUtc": "2022-07-26T14:12:34.2466871Z",
"PublishedUtc": null,
"CreatedUtc": null,
"Owner": null,
"Author": "Emma",
"LiquidTemplate": {},
"LiquidPart": {
"Liquid": "<div class=\"wow fadeInUp contents-container-left\">\r\n <div id=\"HeaderIntromaintext\"> \r\n When First Direct launched in 1989, it redefined what banking meant by bringing straightforward, customer-first, virtual banking to everyone. \r\n </div>\r\n <div>\r\n <p id=\"HeaderIntrosubtext\">\r\n Their challenger spirit made them the original disruptor to legacy banking. Fast-forward 30 years, and First Direct lacked the visual brand tools it needed to become a digital first bank.\r\n\t</p>\r\n <p id=\"HeaderIntrosubtext\">\r\n Visually, the brand did not have any distinctive or memorable assets beyond its black and white typeface. We set out to create an expansive suite of visual assets to drive consistency, recognition and individuality across the brand’s entire digital eco-system. \r\n </p>\r\n </div>\r\n</div>\r\n\r\n"
},
"FlowMetadata": {
"Alignment": 3,
"Size": 50
}
},
{
"ContentItemId": "43sqxcxzswmzt6e2g1d4rssdn9",
"ContentItemVersionId": null,
"ContentType": "Image",
"DisplayText": null,
"Latest": false,
"Published": false,
"ModifiedUtc": "2022-07-26T14:12:34.2484733Z",
"PublishedUtc": null,
"CreatedUtc": null,
"Owner": null,
"Author": "Emma",
"Image": {
"Image": {
"Paths": [
"work/firstDirect (2).png"
]
},
"AltTag": {
"Text": null
}
},
"TitlePart": {
"Title": null
},
"FlowMetadata": {
"Alignment": 2,
"Size": 50
}
}
]
},
"FlowMetadata": {
"Alignment": 3,
"Size": 100
}
},
{
"ContentItemId": "43mf91gh0tzqh7pcjf4hfrbwm8",
"ContentItemVersionId": null,
"ContentType": "Container",
"DisplayText": "Image1",
"Latest": false,
"Published": false,
"ModifiedUtc": "2022-07-26T14:12:34.2511312Z",
"PublishedUtc": null,
"CreatedUtc": null,
"Owner": null,
"Author": "Emma",
"Container": {
"BackgroundColour": {
"Text": null
},
"FullWidthContainer": {
"Value": true
},
"Padding": {
"Text": "container-p-bottom"
}
},
"FlowPart": {
"Widgets": [
{
"ContentItemId": "4tg3mw4z10qrsx7v0jp5agtn52",
"ContentItemVersionId": null,
"ContentType": "Image",
"DisplayText": null,
"Latest": false,
"Published": false,
"ModifiedUtc": "2022-07-26T14:12:34.253485Z",
"PublishedUtc": null,
"CreatedUtc": null,
"Owner": null,
"Author": "Emma",
"Image": {
"Image": {
"Paths": [
"work/firstDirect (3).jpg"
]
},
"AltTag": {
"Text": null
}
},
"TitlePart": {
"Title": null
},
"FlowMetadata": {
"Alignment": 3,
"Size": 100
}
}
]
},
"TitlePart": {
"Title": "Image1"
},
"FlowMetadata": {
"Alignment": 3,
"Size": 100
}
},
{
"ContentItemId": "4rd26qbx0m8c5v631q98fmed4a",
"ContentItemVersionId": null,
"ContentType": "Container",
"DisplayText": "videofaces",
"Latest": false,
"Published": false,
"ModifiedUtc": "2022-07-26T14:12:34.2565009Z",
"PublishedUtc": null,
"CreatedUtc": null,
"Owner": null,
"Author": "Emma",
"Container": {
"BackgroundColour": {
"Text": null
},
"FullWidthContainer": {
"Value": true
},
"Padding": {
"Text": "container-p-top container-p-bottom"
}
},
"FlowPart": {
"Widgets": [
{
"ContentItemId": "43j6gd15saxb22jzwyya6nxf43",
"ContentItemVersionId": null,
"ContentType": "VideoPlayer725",
"DisplayText": null,
"Latest": false,
"Published": false,
"ModifiedUtc": "2022-07-26T14:12:34.2592509Z",
"PublishedUtc": null,
"CreatedUtc": null,
"Owner": null,
"Author": "Emma",
"VideoPlayer725": {
"VideoUrl": {
"Text": "https://player.vimeo.com/external/583430718.hd.mp4?s=1d49fdce6feb74af56205c896aad4a94522b954d&profile_id=175"
}
},
"FlowMetadata": {
"Alignment": 3,
"Size": 100
}
}
]
},
"TitlePart": {
"Title": "videofaces"
},
"FlowMetadata": {
"Alignment": 3,
"Size": 100
}
},
{
"ContentItemId": "47a33ydkj79srz27spp985rdd9",
"ContentItemVersionId": null,
"ContentType": "ZigZagContainer",
"DisplayText": null,
"Latest": false,
"Published": false,
"ModifiedUtc": "2022-07-26T14:12:34.2612738Z",
"PublishedUtc": null,
"CreatedUtc": null,
"Owner": null,
"Author": "Emma",
"ZigZagContainer": {
"FullWidthContainer": {
"Value": true
},
"BackgroundColour": {
"Text": null
},
"Padding": {
"Text": "container-p-top container-p-bottom"
}
},
"FlowPart": {
"Widgets": [
{
"ContentItemId": "4j77d8y35xy7f20ztnebbkc05e",
"ContentItemVersionId": null,
"ContentType": "Image",
"DisplayText": null,
"Latest": false,
"Published": false,
"ModifiedUtc": "2022-07-26T14:12:34.2637553Z",
"PublishedUtc": null,
"CreatedUtc": null,
"Owner": null,
"Author": "Emma",
"Image": {
"Image": {
"Paths": [
"work/orangeGirlSeating.jpg"
]
},
"AltTag": {
"Text": null
}
},
"TitlePart": {
"Title": null
},
"FlowMetadata": {
"Alignment": 3,
"Size": 50
}
},
{
"ContentItemId": "47zy44xh6mysys57knydmdk4we",
"ContentItemVersionId": null,
"ContentType": "LiquidTemplate",
"DisplayText": null,
"Latest": false,
"Published": false,
"ModifiedUtc": "2022-07-26T14:12:34.266974Z",
"PublishedUtc": null,
"CreatedUtc": null,
"Owner": null,
"Author": "Emma",
"LiquidTemplate": {},
"LiquidPart": {
"Liquid": " <div class=\" wow fadeInUp Right-side-content-container\">\r\n <p id=\"Content2Worksubtext\">\r\n Inspired by their humanity and customer service, we brought First Direct’s personal touch to the forefront. Building on their established iconic assets with a new symbol, that accentuates and complements their well-known wordmark. \r\n\t</p> \r\n <p id=\"Content2Worksubtext\">\r\n We called it the ‘FD fingerprint’ and it’s more than a logo. It is a flexible brand icon that can be used across platforms to quickly and non-cognitively code that First Direct understands people, values their individuality and keeps their money secure.\r\n </p>\r\n <p id=\"Content2Worksubtext\">\r\n At every step of the user experience, we wanted the bank to own its people-first narrative. \r\n </p>\r\n <p id=\"Content2Workmaintext\">\r\n We introduced vibrant hits of colour and a playfully expressive illustration style to bring a dose of warmth and humanity. \r\n </p>\r\n <p id=\"Content2Worksubtext\">\r\n By retaining the iconic black and white colour palette with Helvetica type, we’ve maintained their reassuringly straightforward tone. \r\n </p>\r\n </div>\r\n\r\n"
},
"FlowMetadata": {
"Alignment": 3,
"Size": 50
}
}
]
},
"FlowMetadata": {
"Alignment": 3,
"Size": 100
}
},
{
"ContentItemId": "4rk4pwwmaevsq35rrhkg2xvzwj",
"ContentItemVersionId": null,
"ContentType": "Container",
"DisplayText": "Video",
"Latest": false,
"Published": false,
"ModifiedUtc": "2022-07-26T14:12:34.2691062Z",
"PublishedUtc": null,
"CreatedUtc": null,
"Owner": null,
"Author": "Emma",
"Container": {
"BackgroundColour": {
"Text": null
},
"FullWidthContainer": {
"Value": true
},
"Padding": {
"Text": "--"
}
},
"FlowPart": {
"Widgets": [
{
"ContentItemId": "4cd98j2dhs8ys6w57a7vq4ywmz",
"ContentItemVersionId": null,
"ContentType": "videoPlayer",
"DisplayText": null,
"Latest": false,
"Published": false,
"ModifiedUtc": "2022-07-26T14:12:34.2718112Z",
"PublishedUtc": null,
"CreatedUtc": null,
"Owner": null,
"Author": "Emma",
"videoPlayer": {
"VideoUrl": {
"Text": "https://player.vimeo.com/external/583432212.hd.mp4?s=e387fad095e25a09b95a800ca56a9b4f50e191c1&profile_id=175"
}
},
"FlowMetadata": {
"Alignment": 3,
"Size": 100
}
}
]
},
"TitlePart": {
"Title": "Video"
},
"FlowMetadata": {
"Alignment": 3,
"Size": 100
}
},
{
"ContentItemId": "4zb6x0693w3f965bw5apgssbx4",
"ContentItemVersionId": null,
"ContentType": "ZigZagContainer",
"DisplayText": null,
"Latest": false,
"Published": false,
"ModifiedUtc": "2022-07-26T14:12:34.2741561Z",
"PublishedUtc": null,
"CreatedUtc": null,
"Owner": null,
"Author": "Emma",
"ZigZagContainer": {
"FullWidthContainer": {
"Value": true
},
"BackgroundColour": {
"Text": "#efefef"
},
"Padding": {
"Text": null
}
},
"FlowPart": {
"Widgets": [
{
"ContentItemId": "40wsyhz6n28w01t2f12t25834r",
"ContentItemVersionId": null,
"ContentType": "LiquidTemplate",
"DisplayText": null,
"Latest": false,
"Published": false,
"ModifiedUtc": "2022-07-26T14:12:34.2768835Z",
"PublishedUtc": null,
"CreatedUtc": null,
"Owner": null,
"Author": "Emma",
"LiquidTemplate": {},
"LiquidPart": {
"Liquid": "<div class=\"wow fadeInUp leftQoute\"> \r\n <div id=\"Content3QuotesContainer\">\r\n <p id=\"Contentt3subtext2\">\r\n “First Direct is a fabulous brand loved by its customers but it had long standing issues with brand awareness and misattribution. The brilliant team at BrandOpus were a critical partner in fixing this. As usual, working with them was collaborative, creative and fun - and the final solution was genius!”\r\n\t</p>\r\n <p id=\"Content3subtext3\">\r\n <span id=\"Content3subtextHeader\" style=\"font-weight:bold;\">Helen Priestley, Brand & Marketing Director</span><br/>\r\n First Direct \r\n </p>\r\n </div>\r\n</div>\r\n\r\n"
},
"FlowMetadata": {
"Alignment": 3,
"Size": 50
}
},
{
"ContentItemId": "4p8kvqekdarb2vac83s36dsyxs",
"ContentItemVersionId": null,
"ContentType": "Image",
"DisplayText": null,
"Latest": false,
"Published": false,
"ModifiedUtc": "2022-07-26T14:12:34.2788743Z",
"PublishedUtc": null,
"CreatedUtc": null,
"Owner": null,
"Author": "Emma",
"Image": {
"Image": {
"Paths": [
"work/firstdirect.png"
]
},
"AltTag": {
"Text": null
}
},
"TitlePart": {
"Title": null
},
"FlowMetadata": {
"Alignment": 2,
"Size": 50
}
}
]
},
"FlowMetadata": {
"Alignment": 3,
"Size": 100
}
}
]
},
"CommonPart": {}
}
A HUMAN TOUCH FOR DIGITAL
First Direct