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.