In 2022 I was tasked with bringing a new digital brand into the global online comparison market. Leading with a small team I directed the discovery and definition of the brand strategy, and oversaw the creative direction.

The timeline for this project was very tight, in a two week sprint we identified the name, completed the sector research, defined the visual language and applied the brand  to website, and advertising across static and video materials.

Central to the creative idea was a desire for the brand to feel active and bold. The stakeholders wanted the brand to connect to a young and technically savvy audience, and so we felt there was opportunity to differentiate the brand from sterile and robotic competition.

The name choice allowed us to work with playful symbolism of magic, although we were careful to not over work this. The uppercase italic use of Barlow as our main type choice gave the feeling of urgency and progress that we desired. We balanced a colour palate that was deep and punchy, with some more passive colours that would allow the brand space to breathe in context.

Name sourcing
Sector research
Brand and creative direction