Big Society Capital is being launched with £600 million, the majority of which comes from unused cash in bank accounts that have been dormant for more than 15 years.
The Team began work on the project towards the end of last year, according to Dave Dunlop, the consultancy’s creative director of digital.
Dunlop says the consultancy aimed to establish a ‘caring and approachable’ personality for the brand.
The brand itself is based on a series of heart shapes with a pin-striped motif.
Dunlop says, ‘We wanted to give the organisation a warmth, in contrast to some brands in the financial sector that can be quite austere.’
He adds, ‘We’ve done this through the use of colours, iconography and illustration, even down to switching on the lights on the buildings on the homepage.’
Dunlop says the the Big Society Capital website had to be ‘very informative and explain the concept’, for example featuring videos by stakeholders such as Big Society Capital chairman Ronald Cohen.