Please see the brief attached and market segmentation. The Tone of Voice is positive, optimistic, empowering and approachable.
The current logo is perceived to be old fashioned and dated so we would like to update the identity with something more contemporary and modern and in some way reflects the USP of the Financial Capability Strategy which is that as an organisation it brings together many different financial organisations and businesses together with the single minded purpose of making a difference to people’s lives by helping to improve their relationship with and management of money – encouraging consumers to save and have sufficient funds available to weather events.
For the purpose of the contest please develop a visualisation for My Money ONLY – the winner of the contest will then be asked to develop visualisations / brand identity for the other names and to refresh the current brand identity.
What do we want to say? Strapline
¬ The strapline should be “Making the most of it!”
¬ Happy to consider other straplines
Target Audience …. Who are we talking to? What do we know about them?
¬ Our target market is the “Squeezed” - see attached segmentation charts.
How do we want to say it? > Tone of Voice
¬ The look and feel of the brand identity needs to be:
¬ As with the current logo the new identity must look modern and contemporary
ϖ The tone is more Richard Branson than Bank of England
ϖ Empowering people to take control of their finances ….and their lives.
What elements are required?
¬ Visualisation of new brand name My Money
¬ Include a strapline such as “Making the most of it!”
¬ The winner of the contest will then be asked to create visuals / brand identities for Money Made Clear, Get or Be Money Smart and Money Savvy
¬ Visualisations of the refreshed current logo to represent various organisations coming together with the one aim of helping people manage their money
¬ With regard to colours we would prefer if green was NOT the primary colour
¬ With regard to icons - if used – no “money bank pigs” or Owls for Money Smart / Savvy