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the brand theme ‘What would you do if…’, which allows us to break the taboo, and start talking about money


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 conversation by speaking directly to the individual, whilst inspiring feelings of positivity and empowerment. Each person at The Money Charity was then invited to add their own handwriting to the core identity, creating variations all unified by the “money” word mark. This element of personalisation was extended across all collateral and digital executions, leading to the development of advanced website features and functionality including a personalised social hub, an individualised search function to draw on relevant content, and an ability for the site user to save and pin items of particular interest to them.

Project lead, Samuel Biss comments;

“I’m incredibly proud of the efforts of the team in creating such a unique solution. The brand and the central proposition of “helping your world go round” matches the personal, helpful, friendly nature of the business perfectly, and the custom functionality of the website extends this seamlessly into the digital realm, to create an engaging, consistent and rewarding consumer experience within a very sensitive marketplace.” The result is the launch of a new brand that reflects the aspirations of the organisation, and its status as a charity, while providing an exciting and ‘fresh’ platform for growth. Brand promise meets brand experience with a friendly, professional, informative and engaging tone of voice, and honest and approachable look and feel.

Michelle Highman, The Money Charity Chief Executive, comments;

“We approached Underscore to help us turn our vision of The Money Charity into an engaging and positive brand. Managing money well can have positive implications for all aspects of your life and can help you achieve your dreams. We wanted a brand that helped us voice these messages. We love what they’ve developed for us, which we believe does exactly what we wanted. We were particularly delighted with the personalisation elements, and with the brand theme ‘What would you do if…’, which allows us to break the taboo, and start talking about money, from a friendly and unthreatening stand point. We hope it will help us to reach out to many more millions of people to help them stay on top of their money throughout their life.”

The new brand is currently supporting a strategic and sustainable communications programme that provides education, information and advice on money matters, in the hope of spreading the message that everyone can get on top of their money and live a happier and more positive life as a result.

See for more details.

For all media enquiries please contact:

Laura Tinnelly
P: +44 (0)20 7631 8400

For more information about The Money Charity please contact:

Lauren Roberts
P: +44 (0)20 7062 8933

This press release was distributed by ResponseSource Press Release Wire on behalf of Underscore in the following categories: Entertainment & Arts, Consumer Technology, Personal Finance, Business & Finance, Education & Human Resources, Media & Marketing, Public Sector, Third Sector & Legal, Manufacturing, Engineering & Energy, Computing & Telecoms, Construction & Property, for more information visit