Fair Go Finance

An Online Lender Doing Things a Little Differently

Fair Go Finance offer a unique and differentiated service to customers, in terms of making a real difference to the credit ratings of customers and working with them over the long term to improve their financial health. It was important as part of the re-brand process that this ethical essence of the brand was felt through the imagery and messaging, whilst still appearing vibrant and fun to the target audience.

Repositioning a Brand That Does Finance Differently

We undertook a full brand identity development, which included brand identity concepting, brand theming creation, the development of a comprehensive brand book style guide and the provision of the master logo suite.

What’s Involved in the Development of a Re-Brand?

The first step in the brand development process is the brand discovery stage. This involves running a brand discovery workshop with the client where our Brand Strategist explores and unpacks what is unique about Fair Go Finance, what the competitor offerings are in market, what the brand opportunities and challenges are and what the ideal customer looks like.
The valuable brand, business, competitor and customer insights inform the creative brief that is written for the Senior Designer who crafts the new look brand identity.

A Three Part Design Process

The first stage of the brand design process involves brainstorming ideas on how to create a new aligned brand that’s progressive, modern but also warm. The colour palette of green was to remain to ensure brand equity for Fair Go Finance wasn’t lost, so all three concepts were designed to feature a green colour palette.

Once our designer developed three concepts that met the creative brief, the brand team, together with our designer, Katja Lambert, presented the creative to the client. The marketing team at Fair Go Finance were thrilled with the concepts and quickly approved one concept to move forward with.

The next step of design development involved developing the brand theming, which includes exploring graphical devices and more application of the brand across different touchpoints. Once the brand theming is approved, a brand style guide and a master logo suite are provided.

Fair Go Finance's Old Logo

Fair Go Finance New Logo

A Meaningful Brandmark

Sometimes new logo designs include a brandmark and sometimes they don’t. It all depends on how detailed or complex the logo type is. In this layout, a brandmark works perfectly. The Fair Go Finance brand mark is represented by the G for Go, the arrow for moving forward and the swirl is for the individual journey of the customer.

Typography and Colour Palette

The typography chosen for Fair Go Finance is both modern and warm, appealing to the broad demographics of the different customer segments.

Graphical Devices Representing Every Customer’s Unique Journey

Brands can fall flat if they don’t have textures or graphical elements that allow the brand to pop across multiple channels, especially a website. For Fair Go Finance, we created graphical elements that represented each individual’s journey when seeking personal finance. Every customer’s needs are different when looking for a loan. It might be for a wedding, a holiday or a urgent bill that was unexpected.

Photography That Nailed The Brief

Getting a new loan and managing debt can be very stressful for people. We designed an imagery and photography style that was fun, engaging and vibrant to align to the trusted, appealing and appealing brand of Fair Go Finance.

This is how the brand came to live on social media and in outdoor applications.

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Fair Go Finance

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Branding

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