Hi-Scot Credit Union Campaign
+ Branding + Art Direction + Logo Design + Merchandise + Print Design
Client: Hi-Scot Credit Union
Project Delivered: November 2022
Brief
Hi-Scot Credit Union provides financial services to its members across the Highlands and Islands. Its focus is on providing excellent savings and loan products to a broad demographic of people.
They required a flexible campaign strategy to appeal to various demographics and improve the company's communication. This strategy would also incorporate a freshening of their visual identity while keeping the core elements of their brand.
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Approach
It was clear at the start that I needed to inject more character into the brand. The only imagery used was poorly chosen stock photography, and the full logo lockup was the only graphic asset of note in the brand kit.
The phrase ‘Say Hi’ came pretty early in the development phase. I could see this becoming a campaign logo and having a life beyond this campaign.
It was a breezy, familiar statement which set the company apart from the rigid formality of other financial institutions. It was a hit with the client.
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I discovered Atipo Studio, based in Spain, which offered a fantastic suite of line-drawn characters. They were completely editable, and scenes and people could be mixed up.
The diverse range of people made it ideal to represent the various audiences Hi-Scot were trying to communicate with. The injection of an extended fresh colour palette that complimented the original brand’s 2 main colours brought the images into line with the new vision.
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The initial campaign posters targeted low-income workers looking to save, those dreaming of a holiday and those wanting to make home improvements.
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The poster, with its efficient headline device, made a strong template for other marketing materials.
With all the elements of the new brand in place, it was on to produce a style guide and suite of assets for the Hi-Scot team. The style guide helped to define all the assets as well as give the team a strong guide to follow when producing the internal marketing and communication material.
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Application
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The project received a Scottish Design Awards nomination in the ‘Campaign Design’ category in 2022.
