The challenge was to find an emotional positioning that resonated with Funding Circle customers while instilling trust and confidence as a financial services company. We helped Funding Circle to identify a common thread that connects small business owners, investors and the people who work at Funding Circle. Results revealed they share a uniquely driven yet positive attitude to work and life, a restless determination to succeed and the tenacity to get there. ‘Made to do More’, encapsulates the gritty, honest and restless spirit of our customers as well as acting as an internal rallying call. The new brand has received brilliant feedback from both customers and employees.
Developing Funding Circle’s new position and identity had to go deeper than a product message around faster business loans. We didn’t just want people to buy from Funding Circle, instead we wanted them to buy into them.
My work on this included developing a new positioning, a new logo identity, a new typeface (made from customer fingerprints), a new visual identity, a brand guidelines book, an internal teaser campaign and videos.
