Some brands have more character than others – and Cash4U definitely has that little extra something. Storm Creative Media was commissioned to develop a vibrant new look and visual tone of voice for this directional short-term loan company. Our first step was to identify a rich and unmistakable colour palette – with a rich purple and glowing yellow providing the basis for the entire look and feel. Rather than creating a traditional logo, we concentrated on developing an iconic character – a friendly face for the brand.
Attracting new customers is one thing, ensuring they have a joined-up and coherent experience is quite another. A vital part of that process is developing a great physical environment for your customers – and it was from this initial starting point that we began our work on the Cash4U headquarters. The offices needed to be functional but comfortable, friendly but professional. By employing the new brand colour palette – alongside bespoke and specially-sourced furniture – we were able to bring this vision to life and make the offices themselves part of the overall brand.
Even the best brand is useless if it doesn't reach the right people. That's why the Cash4U team asked Storm Creative Media to prepare a full marketing plan. A widespread, high impact campaign was developed to help the brand swiftly become the recognisable face of short-term loans. Buses were identified as a key medium for the company's regular customers and an essential channel to get the brand 'out there'. A series of bus adverts were therefore placed at the heart of the campaign, showcasing the brand, the 'Waddie' character, the company's location and website address.
Websites work best when they have a definite purpose – and that's definitely the case with . Their online presence was initially going to be used as a basic resource, providing information on all the services available, but we knew that we could make the website work harder. While the site still contains information on all the services and special offers, it now also includes an easy-to-maintain currency convertor, providing the latest rates for customers. Perhaps more importantly, it now drives users towards the 'Cash4Gold' service – and applying for a returns pack.