The consultancy was approached directly and asked to create something welcoming that ‘didn’t look anything like a bank’ and would work well across all media, particularly the website, which is the brand’s focal point.
Of the two target markets – investors and entrpreneurs – the client perceived that ‘the investor was more likely to be very business-minded and the entrepreneur a little more light-hearted,’ says Beyond Creative Thinking executive creative partner Emma Carter.
The consultancy used blue for the investor and purple for the entrepreneur audiences, to differentiate and cover both client types.
A full identity and a BF mark have been created; the latter will be used for social media, and Beyond Creative Thinking has also designed the website, all stationery and a brochure.
The BankToTheFuture.com website is due to launch on 7 August.