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“Today is a proud day for Currencies Direct with the launch of our new brand. The response from our staff and, more importantly, our customers has been universally positive. This is a key step in redefining our business. So a huge thank you to you for the journey you have taken us on and the resulting imagery and communication style. I am delighted with the outcome.”
KEITH HATTON, CHIEF EXECUTIVE, CURRENCIES DIRECT
The challenge and solution
Currencies Direct is a £1.1bn business dealing in the world of foreign exchange and international payments for both individuals moving overseas and for businesses buying and selling abroad. They were one of the first challengers to high street banks and in their 17 years have provided great service and value with savings of up to 5% on currency transactions.
The Allotment was asked to create a new identity, brand guidelines and a proposition for Currencies Direct. Our brief was formed following our ‘Big Dig’ research stage in which we discovered that:
– Currencies Direct, although growing and ambitious, was at a watershed. It needed to upgrade its offer to counter new entrants and more aggressive competitors.
– The Currencies Direct brand had a strong service offer based on a distinctive and unique ability to deal with their customers in a personal and friendly way. This empathy, however, had not been translated into a compelling narrative or brand identity.
– Currencies Direct had an overly complex business that created artificial barriers and in the process of trying to serve everyone, served some less. The brand lacked emotion and felt disconnected.
HOW WE SOLVED IT
Working closely with Currencies Direct we articulated a new vision, mission and a set of values that succinctly captured the unique personality of the business. Direct, human, simple, and driven became the mandate for the new brand. This led us to the solution of the ‘Chatty’ icon for the identity and a tone of voice which is human and straightforward, No fluff, no jargon – just great service and value, delivered in a personal way.
The language was critical to the brands success. To support engagement internally we developed a ‘brand in the hand’ notebook. This used storytelling to demonstrate what each of the values meant.
The Allotment developed the ‘Chatty’ brand across all touchpoints including market sector brochures and sales literature, the website, signage for affiliates, office interiors, advertising and for animations that very simply explained the value of the brand to their customers.
Typography: Rob Clarke
Currencies Direct identity and proposition
Financial Services Branding
After 20 years challenging the big banks, Currencies Direct asked The Allotment to communicate and capture their direct and customer friendly personality through a new brand identity and proposition.