The brand strategy for first direct was based on our understanding of their customers' psychology, and formed around the idea of providing Financial Wellbeing.

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Under siege from up-and-coming fintech competition, we recommended first direct leverage their USP – going above and beyond – to retain a competitive advantage.

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By looking after their customers as well as looking after their money, first direct provide both an emotional and a rational benefit. Given their record of exceptional customer service and innovative ways of banking, they were uniquely positioned to deliver personal trust as well as transactional trust.

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The brand strategy was then transformed into a Verbal Strategy that played to the audience drivers, and this was applied to their internal and corporate comms.