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Funding Circle reveals new brand positioning and identity with 'Made to do More' campaign


By Jessica Davis | Consultant Journalist

September 6, 2017 | 3 min read

Funding Circle, a lending platform for small businesses, has revealed a new brand positioning and identity developed by B2B creative agency Rooster Punk.

Following several months of creative development involving leadership interviews, creative workshops and customer insights, the new brand was launched to a global internal audience in January 2017 and unveiled in late August 2017.

The challenge was to find an emotional positioning that resonated with Funding Circle customers while instilling trust and confidence as a financial services company. Rooster Punk helped Funding Circle to identify a common thread that connects small business owners, investors and the people who work at Funding Circle. Results revealed they share a uniquely driven yet positive attitude to work and life, a restless determination to succeed and the tenacity to get there. The agency called this ‘Made to do More’, which was transformed into a video campaign by advertising agency, Lucky Generals.

Funding Circle intends to become the first choice for small businesses and investors globally, helping them to create more jobs and earn more for their futures, and hopes this re-positioning will help it achieve that goal.

Darryl Bowman, chief marketing officer at Funding Circle, said: “Rooster Punk has done an amazing job of injecting a heartfelt sense of purpose to the Funding Circle brand. Made to do More encapsulates the gritty, honest and restless spirit of our customers as well as acting as an internal rallying call. The new brand has received brilliant feedback from our customers and employees alike.”

Rooster Punk’s founder, Paul Cash, commented: “Developing Funding Circle’s new position and identity had to go deeper than a product message around faster business loans. We set out with the ambition that we didn’t just want people to buy from Funding Circle, instead we wanted them to buy into them.

“This emotional connection was vital. Made to do More is a celebration of the small business community – the beating heart of every local and global economy. As part of that small business community, we’re immensely proud and privileged to have worked with Funding Circle on developing their human-centred story and identity.”

Rooster Punk’s involvement included developing a new positioning, a new logo identity, a new typeface (made from customer fingerprints), a new visual identity, a brand guidelines book, an internal teaser campaign and videos.

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