FlexiGroup’s interest-free credit card ‘Skye’ has been reimagined by Landor Australia in a campaign designed to help consumers breathe easy.
Landor Australia have released a new branding strategy for FlexiGroup’s interest-free credit card, renamed ‘Skye’.
The calm and collected breathing of a consumer in control of their finances is the focus of the strategy, which came about as a response to the stress associated with credit financing.
Landor Australia creative director Tom Carey says: “The crux of our strategy was to create a design solution that mimics the benefits of Skye, thereby reducing the stress related to finance, and helping people to breathe easy.”
“We filmed ourselves breathing and mapped the motion across the brand. From the logo, to the photography and iconography, we replicated the measured movement – creating a breathing brand. The result, a brand identity that humanises a traditionally cold and corporate finance product and encourages consumers to take charge of their finances in a way that suits them.”
Landor Australia executive director of strategy Daye Moffitt says customer research led the rebranding strategy.
“At Landor, we aim to get to the heart of our client’s business issues by talking to real people and truly understanding what makes consumers tick. So our first step was to speak to a broad cross section of people including entrepreneurs, psychologists and every day consumers," he says.
"These conversations quickly exposed the negative feelings associated with credit financing – fear, guilt, shame. Our aim was to design a product to give back control and flexibility to consumers and take away the negativity associated with credit financing.”
