Car Finance 247

Car Finance 247 are a major player in the B2C motor vehicle finance sector with an excellent reputation, validated by a 5-star rating on Trustpilot (22k+ reviews). The specialist finance provider are a progressive and innovative business, whose aim is to make buying your next car as hassle-free as possible. They are extremely consumer focused and understanding that no two customers are alike they ensure that individual wants & needs are met, enabling them to find the right deal for all.

When they approached the team here at Glorious they had a clear brand vision, and well-defined values, that still held true. However, over a period of time, the Car Finance 247 brand identity had become disparate and lacked cohesion – which was where we new we could add value. Our key challenge was to bring consistency and unity to all consumer touch-points, strengthening the visual and verbal aspects of the brand identity.

Following a comprehensive audit of all existing marketing channels and brand assets, we deconstructed the Car Finance 247 brand identity to evaluate what elements were to be retained and where we should focus our efforts to introduce greater clarity and cohesion. Working closely with the management team, it was decided that it was time to make the brand bolder and be more dynamic with the brand across all communication channels. We revisited the master wordmark, colour palette, corporate fonts, iconography, graphic language, as well as tone of voice and messaging. One element that remained untouched was the master symbol, the Car Finance 247 ‘smiley’ – which we were honest with the client, had a great deal of brand equity down to its human, memorable and distinct nature.

In addition to the core identity components, we introduced elements of animation, utilising the ‘smiley’ in ways that reinforced key messages. To generate further brand personality we set ourselves the challenge of maximising the expressiveness of the ‘smiley’ symbol, and where appropriate introduced elements of humour. The animations and transitions provided an additional dynamic that allowed us to generate energy and pace into the consumer-facing channels. The evolved Car Finance 247 brand identity was captured in a comprehensive set of guidelines. These Brand Guidelines introduced a set of standards that reset the brand’s ‘look and feel’ and allow for consistent implementation of the evolved communications.

Bold, clear and direct. Our intention was to develop a brand identity that was flexible in its implementation, providing an element of ‘flex and stretch’ to meet a diverse but comprehensive range of applications – from individual social posts to 48 sheet posters. We also wanted brand communications to be free from waffle, giving consumers a sense of honesty and transparency – no hidden nasties or misleading incentives. We wanted to build on and leverage the trust that Car Finance 247 had established in the motor vehicle finance sector.

With a new, shiny identity in place, we worked closely with the Car Finance 247 team to produce a number of campaigns, ranging from free competitions to win great prizes, through to brand awareness events. The company take their social responsibility seriously, working with partner organisations in the community to deliver meaningful initiatives – from sponsorship and fundraising efforts to sustainability commitments, which needed a wide range of branded assets to support.

Although the brand evolvement was only recently launched, early signs are extremely encouraging and we’ll be monitoring its impact over the coming months. Watch this space for updates and more information relating to how it has been received and the success it has achieved. We can’t wait to see its full roll out!