The opportunity

Initially tasked with creating a mailer, we ended up working with Western Union Business Solutions on elevating their overall brand perception and communicating the benefits of their overseas student service that ensures their fees arrive at their chosen university in one piece.

The strategy

For a solid institution targeting a younger audience we needed to build trust. So the brand look and feel, tone and language should reflect this. Not trust in a traditional, stuffy old banking way. Trust delivered in a way that feels new, open and honest.

The creative

Our shoot at a London university campus used a mixture of models and students to define a natural, human brand aesthetic. The resulting marketing communications were bold and fresh with a clear, direct tone to reassure and soothe nervous students and parents.