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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.”
MATTHEW HIGGINS, HEAD OF BRAND DEVELOPMENT, FIRST DIRECT
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.
HOW WE SOLVED IT
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.
first direct Arena identity
Financial Services Branding
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.