We have just helped launch ClearScore, a new brand that helps to give customers free access to their credit report and credit score. And with the development of a bespoke BrandWorld, we aimed to make everything clear – from naming, through to identity, narrative and online delivery.
Winner: The Queen’s Awards for Enterprise: Innovation 2020
For a brand like ClearScore, the process of helping people be aware and understand the benefit of knowing your credit rating, and associated credit score was key. As was the security and easy to understand data delivery. This is where the added value lies. This drove the simple and intuitive way it is presented online via the adaptive graphics and information dash-board.
The concept behind the BrandWorld means that the logo and font could be kept simple – as it’s as much about the users information as the ClearScore brand. A graphic world based around degrees of transparency means that the further you go through the journey and experience – the clear things become.
A metaphor for the current complex nature of credit rating, versus the clarity that ClearScore is able to deliver.
ClearScore is all about making the confusing and closed, open clear and transparent. Brand invention and design processes can often be opaque, closed and confusing. SomeOne worked closely with us on inventing a brand which captures the essence of our proposition and will stand the test of time. The process was fast, clear and open just like ClearScore.
Cosmo Jameson, lead designer at SomeOne says ‘ClearScore was a great opportunity to deliver a brand and BrandWorld that is as much about user benefit and understanding as it was about design aesthetic. The balance between branding and understanding’
Gary Holt continues “The brand world was developed in combination with the team at ClearScore, and shows the very best combination of brand design and user interface design – where the customer, and their experience is firmly placed at the heart of the brand. Credit reports are like a person’s ‘financial CV’ and impact their lives in a myriad of ways. They help determine whether someone gets the best deals on financial products, whether they can buy or rent a property, and can affect their ability to get a mobile phone contract or even a job”.
It’s not fair that people have to pay for access to financial information about them that affects their lives. That’s why we created ClearScore. We’re passionate about making the unclear world of finance easy to access and understand. It’s a task that requires a careful balance of science and art – exceptional technology and data matched with top quality design. We constantly challenge ourselves to know and empathise with the consumer. Our mission is to make complex information clear, accessible to all and craft a service that’s a genuine pleasure to use. The product we’ve built is like nothing else on the market – we can’t wait to hand it over to UK consumers.
Five million UK consumers try to check their reports each year. And according to research, another fifteen million have never accessed their report and remain in the dark about their financial position, and nearly four million of those say they are put off by having to pay. ClearScore will address this, letting consumers access their report and score for free, as often as they like.
This allows consumers to take more control of their financial well-being: seeing their data on a regular basis so they can monitor changes, improve or use their score to save money and correct errors that may be on their report.