Founded in Bradford in 2022 by Green Street, Borrow* is a pilot circular borrowing scheme funded by the Bring It back Fund that provides accessible reusable solutions that are fuss free and save both businesses and consumers money in the process.
Green Street is an organisation that helps to develop greener British high streets and generate greater prosperity in the retail and hospitality sector.
Green Street required a branding agency to create a new identity which reflects the values of the campaign, as well as addressing audience hesitations.
This included creating a brand that was fun, positive, and vibrant, focusing on the benefits of the scheme rather than growing concerns and anxiety surrounding the environment.
Through a funding process Green Street had gathered a large amount of research highlighting necessary features and friction points of the campaign which became the focus of the visual brand.
Illustrated characters were used to create a sense of joy and excitement, with each character being focused on one of the key steps of the borrowing process, such as, saving money, cleaning, scanning QR codes, and more. These illustrations provide ample opportunity for animation, further bringing the brand to life.
The illustrations were paired with a playful primary typeface that has bags of personality, and a second typeface that provides legibility for instructions and body copy.
The colours were carried over from the Green Street brand to create a sense of familiarity and trust with business and users in the local area that are already familiar with the organisation, as well as being unique and vibrant to those that were not familiar with Green Street.
The brand was created to be as flexible as possible, and was rolled out across a wide range of assets, including point of sale signage, posters, social media posts, a website, and more.
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