WPP agency Landor Australia has partnered with FlexiGroup to create a new brand strategy and identity for financial services company’s interest-free credit card.
Rebranded to ‘Skye’, the credit card is designed to help consumers easily manage and control day-to-day or unexpected repayments, offering 90 days payback on any purchase versus the standard 60 days.
It also offers flexible, longer-term repayment options dependent on individual consumer’s needs.
Daye Moffitt, executive director of strategy at Landor Australia, said FlexiGroup’s challenge was that consumers were only using their credit card for one-off financing of certain high-value items.
“At Landor, we aim to get to the heart of our client’s business issues by talking to real people and truly understanding what makes consumers tick,” he said.
“So, our first step was to speak to a broad cross-section of people including entrepreneurs, psychologists and every day consumers.
“These conversations quickly exposed the negative feelings associated with credit financing – fear, guilt, shame. Our aim was to design a product to give back control and flexibility to consumers and take away the negativity associated with credit financing.”
Tom Carey, creative director at Landor Australia, added: “The crux of our strategy was to create a design solution that mimics the benefits of Skye, thereby reducing the stress related to finance, and helping people to breathe easy.
“We filmed ourselves breathing and mapped the motion across the brand. From the logo, to the photography and iconography, we replicated the measured movement – creating a breathing brand.
“The result, a brand identity that humanises a traditionally cold and corporate finance product and encourages consumers to take charge of their finances in a way that suits them.”
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