CLIENT
‘GE Money focus on developing and offering best-in-class financial products. They provide an alternative to high street banks, with products like credit cards, buy-now-pay-later plans, loans, mortgages, re-mortgages and insurance. GE Money has more than 10 million customers in the UK. They have around 4,000 staff in the UK, operate in more than 47 countries around the world with assets worth around £70 billion.’

First National, igroup, BMA and FND2U are all trading styles of GE Money.

BRIEF
Building on the illustrative style already established for GE Money’s igroup first mortgage’s product brand, we were asked to develop a series of trade adverts that would promote key changes and product updates over a 12 month period. Target audience was their broker and partner network.

PROJECT
Our solution was formed around using the 'i' from the igroup identity to establish a flexible character that could be used to illustrate a wide variety of messages without having to reinvent the core idea each time. A key word was used to summarise the message, followed by more detailed information. The 'iMan' character has played a key role in strengthening igroup brand awareness, and was used across a wide range of literature and comms.