Choice had a good problem; ‘How do we best brand ourselves?’. Not being like all the other finance companies, their approach is far more individualised, personalised, and friendly. We discovered that many of these institutions and money advice companies are quite faceless. They don’t always have a unique tone of voice, or they’re just too plain and safe to have any real personality. So we set about creating that vision for their new brand. A friendly, confident, engaging brand that will set them apart from their competitors. The result is a nod to progressing upwards, setting the path, and living the good life.