Bamboo conveys fresh new growth, dependability, simplicity and strength - qualities that reflect their aim to deliver affordable loans to customers in a fair, transparent and simple way. They want to be seen as a new alternative for short term loans and as they are targeting customers who are struggling to access appropriate credit, Bamboo needed a brand that would appeal to the general public in a friendly and likeable way.
After extensive research and brand workshops with various teams at Bamboo we found that the brand was approachable, professional and caring yet lacked personality and exposure compared to the competition.In our pitch we created a fictional character ‘Boo’, taking influence from the brand name ‘Bamboo’, the character would communicate the brand ethics and USP’s in a clear and personable way.
Using the plant as an influence, we created a distinct logotype and developed a graphical device made out of the shapes in the logo to be used across all collateral, along with a simple and clear typeface. Boo went through various stages of hand drawn development to agree in detail how the character would look and act. We designed and built the CGI character and then developed a series of poses to illustrate the key messages for the campaign rollout.
Bamboo Loans have a distinct, confident and unique identity which clearly portrays the essence of the brand in this competitive marketplace. The Boo character allows Bamboo to communicate to their audience in a personable way, developing a personality with informal language on social media and online for customers to engage with.
After engaging with a number of potential creative partners, Absolute were the only agency who really understood our business and the vision for the future. Bamboo is a company that prides itself on being friendly and engaging with its customers, with emphasis on communicating in a way that is easy to understand. Absolute got this from the very start of the process and that is reflected in the new brand and website. The quality of delivery is there for all to see and they’ve been a pleasure to work with throughout the entire process.
Meral Crifasi - Head of Digital Marketing, Bamboo Loans
