First direct
Skills applied:
Branding, OOH, Art direction
Welcome
to the money revolution
Money. It’s important. It makes life possible, which is why it can be one of the greatest sources of anxiety – we know we need to deal with it, but we don’t always know where to start.
Challenge
I was hired by Brooklyn Brothers to collaborate with their design team and Creative Director in developing campaign ad concepts to pitch to First Direct. My main responsibility was to provide art direction and interpret the brief of "Money Wellness". The objective was to shift people's mindset and show how First Direct can help them become more financially responsible and burden-free.
We encountered a major challenge as each of us had our own experiences and personal issues with money. However, we discussed them as part of the process, which was liberating and helped us to come up with better visual concepts. The goal was to prioritise people in the ads and create a human connection, emphasising financial wellness and ensuring that First Direct puts people first.
Outcome
Working closely with the team and adhering to the strict FD brand guidelines, we created numerous design iterations that artfully incorporated a fluidity concept utilising photography, illustration, and brand elements.
Eventually, we simplified the interpretation to align as closely as possible with First Direct's brand style - a no-nonsense, straight-talking approach. However, we balanced the boldness with a more human touch by incorporating subtle highlights of colour and clean photography that focused on the various individuals and their expressions, conveying feelings of pride and relief that they have finally achieved money wellness in their own way.