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
GE Money decided to enter the Direct to Broker mortgage market. The target audience for the direct to broker channel were intermediaries such as Independent Financial Advisers and Mortgage Brokers. The knowledge of First National amongst this audience would be limited and it was decided there was a need to develop a brand that would stand independent from the First National brand.

Research had shown that the target audience were looking for something that was clean, simple and easy to understand. This formed the backbone to the approach to the new identity and the overall branding. With the launch of First National Direct 2U we were trying to establish the brand within the market place and also quickly develop brand awareness.

PROJECT
Working with the project team we helped to develop the proposition statement, core USPs as well as working with the team on name developments. Once these initial stages were completed, we undertook full branding and identity application across all off and online media and channels.The new brand we developed was applied across all areas of the business – from business stationery to sales and product literature, direct mail and promotions.