Charity Bank - A Bank For Good (2016)
People really don’t think about how the money they save could be a force for good, or bad. If they did they would save with Charity Bank. We were tasked to rebrand an independent bank with genuine purpose at the heart, to resonate with a modern audience and show that banking really can work for good.
When all banks were reaching for the high ground, we created a banking brand with stature and professionalism, but built on the stories of the community heroes whose amazing work is made possible by loans awarded exclusively from money deposited by Charity Bank savers.
We cut through cynicism by moving all of the focus onto the people who benefit from Charity Bank loans - the small charities and community champions who are working tirelessly against the odds.
The new brand was also intended as a rallying cry for Charity bank, giving it permission to be bolder and more confident in challenging the status quo, expressing the truth that, good or bad, money is not neutral, and where you put it matters.
