Selina Advance
Upgrading the brand for greater impact
Selina Advance finance marketing. This client came to is to help them create a new brand voice and to develop a creative platform that could streamline and clarify their innovative offer, the “HELOC”.
As part of the project we hanged the brand name form the rather generic Selina Finance to Selina Advance, to reflect the platform idea of ‘upgrading’ your lifestyle by getting an advance on money you’d normally have to wait for.
Manifesto
We began by writing a manifesto that captured the opportunity Selina was offering for people to improve their lifestyles much sooner that they thought they could.
Upgrade your lifestyle, sooner
Selina Advance – dedicated to homeowners who’ve worked hard to build up equity in their home. A new way to advance your lifestyle and get the things you want and deserve. Upgrade your car, your home, your children’s education – or whatever you choose – sooner.
How? A Home Equity Line Of Credit (HELOC) secured against the equity you’ve built up. Much lower interest rates than a loan (representative APRC of 4.95%). Take what you need, when you need it. You won’t be charged interest on the rest.
Website
Based on the manifesto messaging and new tone of voice, the entire website was rewritten.
Identity
Together with our partner, TokyoCalm, the original ‘Selina Finance’ logo was updated to Selina Advance and a whole new set of brand guidelines were created, covering typeface. colours, imagery etc.
Original logo
New logo
Press
A press ad supporting the launch ran in broadsheet newspapers.
Direct Mail
Selina Advance finance marketing mailpack introducing the HELOC in more detail
