The Bankers Benevolent Fund has been around for a number of decades, but not many people were aware of what they do. With addressing and clarifying their values, offering and vision internally, they needed a fresh, exciting and dynamic new brand to communicate these externally. After changing their name to Bank Workers Charity, they approached Firedog to help them create a modern and distinctive identity to match.

The Solution

Extensive research, brainstorming and discussions made it clear that the positive change occurring within BWC needed to be summed up in a brand that is confident, flexible, distinctive, relevant, human and diverse. This vivid new identity started off with the logo. We created a pure system where the icon letters were all based out of circle geometry. Taking our inspiration from BWCs key values, the overlapping circles representing collaboration and connectivity between people. This logic of transparency combined with a fresh and bright colour palette provides a mark that is both approachable and contemporary. Step two was the visual look-and-feel. The colourful, Impactful logo appears alongside confident, yet down-to-earth messaging, a distinctive type-face and optimistic, warm and engaging imagery. We also created unique graphic devices based on the circle motif. These hold text and imagery, supporting the brand and ensuring the identity becomes recognizable in its own right.

The Results

The BWC launched their new brand on May 16 and the response to this re-fresh has been fantastic. Firedog is extremely happy with the initial response and will continue to work with BWC on strategic design and implementation moving forward.