Wolff Olins has created an identity and colour palette for the on-line financial services provider Egg, along with design guidelines for its website, as part of a communications overhaul of the brand, which is unveiled on Thursday (4 April).
The revamp involves dropping the company’s existing green colour and the strapline ‘individual money matters’ and is intended to position the brand for its next stage of development, says Egg chief marketing officer Nick Cross. The company has ‘international ambitions’ having acquired an Internet bank in France, which is being rebadged as Egg.
The brief was to position Egg as a ‘serious global brand [and] make it even more accessible than it was’, says Cross.
It sees itself as being on the customers’ side as an alternative to the big banks. This has been reflected in the theme of simplicity that is intended to run through all the creative work, says Wolff Olins consultant Nikki Jones.
The new colour palette will be used to signpost different areas of the website and the customers’ homepage will have its own colour.
Egg’s in-house team was responsible for the practical implementation of the Web design and Wolff Olins provided the strategic direction, which will also influence Egg’s advertising, says Cross.
Wolff Olins won the work after a three-way pitch in July 2001.