FIRST DIRECT TAKES HOME BRAND IMPACT AWARD

We're delighted to announce that we have been awarded for our overhaul of First Direct. First Direct came to us with one clear brief. To reassert themselves as the people-first digital bank with a distinctive visual identity, fit for the digital world.

The winning work featured an expansive suite of visual assets that drive consistency, recognition and individuality across the brand’s entire digital eco-system. Inspired by their humanity and customer service, we brought First Direct’s personal touch to the forefront, by building on their established iconic assets with a new symbol, that accentuates and complements their well-known wordmark.

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.

By retaining the black and white colour palette with Helvetica type, we maintained their reassuringly straightforward tone. Now used more dynamically, the distinctive typeface is paired with an upbeat underline to inject a touch of softness into the brand.

We also introduced vibrant hits of pastel colour to add warmth and modernity, whilst a playfully expressive and characterful illustration style brought humanity and personality to the user experience.

A big well done to our partner and all winning entries!