smile.co.uk

The UK’s first internet bank. No doors to walk through. No human contact. No personality. Plenty of trust needing to be established. How’s that for a brand identity brief?

It was challenging. Nothing like smile existed so there wasn’t a single model or case history to compare. All you can do is chuck out brand preconception and put a brave face on.

In the first six months of launch there were 62 million hits and an awful lot of conversions.

Smile broke all normal banking rules, using magenta when the high street banks were at the other end of the colour spectrum. Smile paved the way for a new approach to financial branding.
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Awards

MIDAS Awards (NYF)Finalist
New York FestivalsFinalist
Roses AwardsBronze