Please get in touch if you’d like to grow your brand, cause or business?

Contact Paul our Managing Director
+44 (0)20 7404 6091

Contact James our Creative Director
+44 (0)20 7404 6091


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+44 (0)20 7404 6841

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“The Allotment team did a superb job of producing original and engaging design for us at the first direct Arena. They were a pleasure to work with, worked to an extremely high standard and ensured that we were kept in constant touch at every stage. The attention to detail was meticulous and the pride they took in their work was a delight to see. I would recommend The Allotment as an exceptional agency to work with and we shall continue to have a very positive and profitable relationship.”


Guidelines to help the first direct Arena team
We created the graphics for the social media channels to get key messages and stories out to the relevant audiences. These were delivered with consistency through a set of detailed brand guidelines.

The Boss opens the venue

Helping people find their way
We created all wayfinding graphics and signage systems.

The challenge and solution


first direct is well-known for its amazing customer service within the banking sector. It stands out and is different in attitude and approach – its marketing and brand is cool, clever and very direct.


first direct approached The Allotment to reflect this in the sponsorship naming (the first they have ever done) and identity for the new £65m, 13,500 seater music and cultural arena in Leeds. first direct has always been proud of its links with Leeds and this was a great opportunity to be involved with one of the city’s most exciting developments.

first direct’s aim was to raise awareness, create excitement and attract younger audiences to the brand.


The identity and sponsorship launch materials were created, in absolute secrecy and under intense pressure, over a 3 week period. They included the development of the first direct arena identity, which reflects the outstanding sound experience of the venue, a set of brand guidelines, signage, social media icons plus an animation that brought the launch announcement to life.

The work included the development of all the signage for the first direct arena plus sponsorship collateral for the launch event with Bruce Springsteen.

We also designed first direct’s first ever ATM which, in-keeping with its brand value of ‘being different’, takes the form of a juke box.

Bank notes indeed! This work was rolled out as a pilot on 12 ATMs with two designs resulting in a 10 x uplift in awareness and relevance for the selected target audience.

Creating a memorable experience
We created the inspiration and ideas to bring the public and VIP branded spaces to life.

Doing the unexpected
first direct’s irreverent personality shines through on this Wurlitzer ATM designed by The Allotment and situated inside the first direct Arena.

first direct Arena identity

How do you engage with a new banking generation? How do you connect your brand with pride to your city, region and the nation? How do you stand out and build brand loyalty?

Here’s how first direct and The Allotment delivered an unexpected and engaging sponsorship identity to attract thousands of potential customers to a state of the art music venue in Leeds.