London, UK - November 19, 2013. The charity formally known as 'Credit Action' engaged underscore in May 2013 after a multi agency pitch to deliver their rebrand to become ‘The Money Charity’; an identity which would better align to their vision of making financial education accessible to everyone.
Underscore first looked to understand the organisation’s business model and competitive positioning, before exploring the customer journey and experience. It was revealed that The Money Charity are a hands-on team who truly care about their clients and how their programmes help people - from school children, right through to retirees.
The concept developed for the rebrand was “a personalised identity”. The central brand theme, ‘What would you do if...?’ intends to start a...