BARBRA Brand Identity - Brand Strategy, Brand Identity and Website Refresh

CHALLENGE

To create a financial brand that truly puts the LGBTQIA+ community first. A brand that feels safe, inclusive and welcoming, while giving people that all-important feeling of financial freedom – with a little more personality along the way.

THINKING

A new name, positioning and brand identity designed to make the LGBTQIA+ community feel right at home. Welcome to BARBRA – a brand full of life, warmth and a little cheekiness, putting the BIG LOVE back into borrowing. A custom modern-vintage logotype gives BARBRA a distinctive personality, while a bold palette of purple, dusty pink, rich teal and fresh yellow brings the brand to life. Playful typography, vibrant messaging and a few cheeky visual surprises create a financial brand that feels less like finance, and a lot more BARBRA.