Currencies Direct specialises in foreign exchange and international payments for individuals moving overseas and businesses buying and selling abroad.
The Allotment managing partner Paul Middlebrook says, ‘Working closely with Currencies Direct we articulated a new vision, mission and a set of values which 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.’
A ‘brand in the hand’ notebook was developed for Currencies Direct staff to be used as a set of guidelines with particular attention given to storytelling and tone of voice.
Middlebrook says the ‘chatty’ brand has been applied to all touchpoints including market sector brochures, sales literature, website design, signage for affiliates, office interiors, advertising, ‘and for animations that very simply explained the value of the brand to customers’.