Objective

The Access to Cash Review examined whether Britain was ready to become cashless and what that transition would mean for people and businesses that still depended on physical money.

Its research provided the evidence. The creative challenge was to give an entirely new initiative a credible public identity and translate complex findings into material that could work across policy, media and public audiences.

Creative response

A complete visual system was created from zero: campaign identity, logo, brand guidelines, report design, digital content platforms and a short campaign film.

The identity had to feel authoritative enough for government without resembling another financial-services brand. The reports turned survey findings and nationwide testimony into a clear visual argument, while the film condensed the central question, Is Britain ready to go cashless?, into a concise introduction to the campaign.

The same visual language carried across publication, screen and moving image, allowing the Review to launch as one recognisable programme rather than a collection of unrelated outputs.

• A brand, from zero. Full brand guidelines, campaign logo and content platforms created before launch
• A survey of 2,000 UK consumers. Built to quantify the scale of exclusion rather than assert it
• Focus groups nationwide. Businesses, charities and trade bodies, around the UK rather than in London
• Two insight reports. Distributed across the industry and picked up by national media
• A campaign film. Is Britain ready to go cashless?, a 2’20” explainer opening on how much has changed in fifteen years
• End-to-end production. Managed from research design through to publication

Results

The Review launched with two insight reports based on a survey of 2,000 UK consumers. In May 2019, the wider programme contributed to HM Treasury plans protecting access to cash.

Watch

The work