Brand Revitalisation
While navigating an increasingly complex landscape and undergoing a phase of rapid evolution, Pioneer engaged The Brand Agency to articulate its growing brand – both internally and externally.
Challenge
While debt is a completely normalised part of society, falling behind on repayments simply isn’t. This underbelly of debt is a side that is not openly discussed, despite often being a result of unexpected life circumstances.
Insight
A great user experience goes well beyond the functional aspects of a product. A powerful, underplayed element is the overall emotional impact it has on the user.
Pioneer’s new purpose, “To put an end to debt stress”, and its promise of “Genuine Care” came to life in its newly defined brand world which is simple, transparent and simply more human.
Digital standards
Following a thorough digital experience evaluation process, the website development implemented Umbraco as the new content management platform. The website is now WCAG accessibility compliant and reflects a carefully curated experience that seamlessly guides customers through their journey with Pioneer.
Illustrated Brandworld
A new set of bespoke illustrations were created as part of this process and have since become fundamental to communicating the Pioneer brand, with empathy at its core. This laid the foundations and set the tone for all other brand work that has since developed..
Brand Agency was critical to us achieving these results, and it was even more rewarding with the whole team committing to our new brand and bold plans.
