The brief

As the unexpected bank, first direct wanted copy that didn’t look like a bank had written it. While at Jaywing, I wrote tonnes of it, pushing their tone of voice to ensure they were recognisable on screens, emails, leaflets, social media and even arena hoarding. 

The process

Say what a bank wouldn't say. That was the main way of thinking for first direct. They sold the same products, but they didn’t want to do it in the same way, so they couldn’t sound the same either. 

I approached every brief with this thought running on repeat in my mind. I’d start by distilling the product down to its most simple format (mortgages - help you buy a house. Credit cards - help you buy stuff. Loans - help you buy bigger stuff) then uncover the simple human truth that matched up to them. 

Combined, I created copy that was bang on brand and sold products in any space. This developed into a fresh new tone of voice that became synonymous with the brand.

The outcome

Loads of copy in black and white, Helvetica bold. It could only have been written for first direct.