Landor Australia has partnered with diversified financial services company, FlexiGroup, to create a new brand strategy and identity for its interest free credit card called ‘Skye’, that aims to help consumers get control of their finances.
Daye Moffitt, Executive Director of Strategy, Landor Australia talked to the client’s challenge - consumers were using their credit card for one-off financing of certain high-value items, but then never using it again, with no clear explanation for the choice.
Moffitt said: “At Landor, we aim to get to the heart of our client’s business issues by talking to real people and truly understanding what makes consumers tick. So our first step was to speak to a broad cross section of people including entrepreneurs, psychologists and every day consumers. These conversations quickly exposed the negative feelings associated with credit financing – fear, guilt, shame. Our aim was to design a product to give back control and flexibility to consumers and take away the negativity associated with credit financing.”
Rebranded to ‘Skye’, FlexiGroup’s interest free credit card is designed to help consumers easily manage and control day-to-day or unexpected repayments, offering 90 days payback on any purchase - vs. the standard 60 days - and flexible, longer term repayment options dependent on individual consumer’s needs.
Tom Carey, Creative Director, Landor Australia said “The crux of our strategy was to create a design solution that mimics the benefits of Skye, thereby reducing the stress related to finance, and helping people to breathe easy.”
“We filmed ourselves breathing and mapped the motion across the brand. From the logo, to the photography and iconography, we replicated the measured movement – creating a breathing brand. The result, a brand identity that humanises a traditionally cold and corporate finance product and encourages consumers to take charge of their finances in a way that suits them.
Landor Australia is part of WPP AUNZ, Australasia’s leading marketing communciations group.