Bforex is soon to be a leading online foreign exchange trading service. In a world replete with choice, where dozens of competitors vie for attention, Figtree were asked to help define a story and personality that would help the organisation cut through the noise.

After working with the company, talking to customers and getting under the skin of the industry, two things struck us. Firstly, here was a company that genuinely cared about great service. Bforex wanted to be more than just a trading platform that has a transactional relationship with customers, they wanted to create a holistic experience. Secondly, they realised that not all forex traders are the same. Some are really experienced and others are learning how things work. Bforex wanted to define a highly personal experience tailored to the preferences and skill level of individual traders.

The ambition was simple. To create the world’s most flexible forex trading platform, one that put the needs of the trader first.

Out of this, the brand idea “trade your way” was born to not only express the highly personalised experience available, but to also fix a clear ambition for the organisation that placed an emphasis on being responsive to customer needs.

We then set about creating a visual and verbal language that brought this to life. By borrowing from the world of banking and finance we created an identity to inspire trust, but coupled it with a tonality that is friendly, approachable and welcoming.

No brand is complete without a final few everyday bits and pieces. Here are a selection of these we’ve developed to bring the brand to life.

Figtree is a creative consultancy that helps organisations develop stronger personalities. Whether writer, thinker, designer or doer we are all united in a belief that the combination of logic and magic, strategy and creative, is the key to success.

SSAFA Forces Help is the oldest charity supporting the Armed Forces. They look after you, and your family, from the day you join for the rest of your life. Towards the end of last year, we won a  pitch to help them celebrate their 125th anniversary.

The brief was to create a campaign identity and marketing materials to support the all year event, called SSAFA125. First we needed a campaign message. We found that SSAFA had a tremendous sense of military service rooted in their DNA. This coupled with their age, experience and depth of services means that if you’ve had something to do with the Armed Forces you can really rely on SSAFA for support, no matter how desperate your situation.

We captured this with the line ‘First in, Last out’, a slogan echoing the robust service mentality of the organisation. From here we developed a campaign identity combining  their crest a with a few other forgotten parts of the SSAFA identity and the iconic Sergeants stripes emblem. The result was an identity that is both patriotic and in tune with the Services.

To set the charity on their way for the 125 year anniversary we designed logo’s for each of the three national events happening this year. We also developed a microsite to aid the running, organising and marketing of these events. The site allows people to create their own events, and with support from head office, raise support and invite people to participate.

Known and loved as a mobile phone brand, today Orange is leveraging its communication expertise into new business areas. To this end, we have been working with the Orange healthcare division to help them develop their strategy and communicate their story for both B2B and B2C audiences alike.

Figtree is a creative consultancy that helps organisations develop stronger personalities. Whether writer, thinker, designer or doer we are all united in a belief that the combination of logic and magic, strategy and creative, is the key to success.

Tranquil, organised, pleasant and smart, a lovely place for an afternoon stroll perhaps. Not necessarily the first thoughts associated with Cairo. But developers SODIC in collaboration with masterplanner Solidere International, teaming up with architects Machado & Silvetti Associates and local designers Eklego are challenging common perceptions of urban living there.

Penguin. A word synonymous with the greatest in literary talent and heritage. So, when they came to Figtree for some help we were only too delighted to dust down our shelf of classics. The challenge was to develop a book-based advertising campaign for Peter Ackroyd's retelling of Chaucer's epic The Canterbury Tales. But it needed to be executed in a way that helped to build the Penguin Classics brand too.

Figtree is a creative consultancy that helps organisations develop stronger personalities. Whether writer, thinker, designer or doer we are all united in a belief that the combination of logic and magic, strategy and creative, is the key to success.

When Fine and Rare Wines was established back in 1994 by two veterans of the fine wine world, they had an ambition to do things differently. They wanted to create a more efficient way of sourcing fine wines, a way of doing things that served their premium customers better.

We were briefed to think of 20 great ideas to help BlackBerry position itself as a maker of tools for success. The ideas needed to communicate across all of Blackberry’s internal and external audiences.

In 2004 Stanhope identified an opportunity to breath new life into Croydon, a town that had seen no major development since the 1960s.