Virgin Money is an international finance brand operating in Australia, South Africa and United Kingdom. Virgin Money wanted to offer a new service for their youngest target audience and potential young clients based in a disruptive finance learning model. Lifestart gathers together in the same digital platform students, universities, companies, and startups creating a new open community. Through an active learning model based on real challenges students could access a finance training, educative material and business challenging experiences.
The project for Lifestart Virgin Money is a collaboration between Hanzo Studio (service and digital product design) and Erretres (strategy and branding).
The strategy team developed a creative concept that would lead the design team to develop the visual identity for Lifestart. We explored diverse strategic lines, finally working with a concept that approaches the education from a cool and fresh point of view for a young and contemporary target audience: “Learning from scratch”.
The design team developed a visual identity which brings value from the importance of handwriting within the education context. Being that Lifestart is a community mainly connected in the digital content, the brand should give answers to the necessity of adaptability, creating a symbol as a responsive canvas; we built a design system which would react to the context, related to the importance of active learning. Also, we represented the challenge concept with diverse graphic elements such as the ladder, being Lifestart the axis between finance and life.
The project for Lifestart was a collaboration between Hanzo Studio and Erretres. Hanzo team developed the service and digital product design while Erretres team was focused on the branding and its transfer to the digital context, creating a flexible, fresh and contemporary identity.
Lifestart activity is both online and offline, combining an online ongoing conversation and physical events, workshops and educational programs. Therefore, the brand should work crosswise. The design team worked around the concept “from digital to print; to guerrilla print” giving a transversal solution to all the brand touch point from a fresh and young perspective.