HANDSEL
An identity for the moment money lands at home.
The problem
Nigerians in the UK send money home for school fees, food and work. The sending takes a minute. Then comes the wait: did it land, did the bank take it, has the rate moved? Most money brands answer with speed and fees. Families feel the silence.
The idea
The colour leaves your side, fills the coin like a liquid, and arrives on theirs.
We called it the Turn. It is the logo, the loading state, the transfer screen and the campaign’s full stop: one movement that tells you where the money is.
An H of two stems, a coin and a ribbon
Logo
The system
The mark is built on one unit, the width of a stem: stems one unit by three, the coin one unit, two sweeps that each touch the coin. Turned half a turn it is the same shape, which is why it can hand the colour across. The wordmark is drawn with round tops on h, d and l that echo the stems.
Black is the ground. Cobalt is only for what moves and for the one action on a screen. Amber appears only when the sender must act, red only when a payment fails.
The behaviour
Waiting, needs you, failed, request, delivered: each state of a payment is its own loop of the mark, said three ways at once, as a coin, a colour and words. A completed payment and a reply from the person are never the same thing.
The product
One cobalt action on each screen. At the money moment the coin opens into the transfer screen and the Turn plays: sending, on its way, delivered.
The campaign
Money first. Then everything moves.
At home, nothing moves until the money shows: the load waits, the cloth waits, the shelf waits. HANDSEL lets them see it coming, so business moves. Each line pairs a UK city and a Nigerian city that share a letter, with the work the money starts and the Delivered screen in hand.
The key visuals
Lagos, Calabar, Benin
In the street
London and Lagos
Launch film
Click for sound
One movement, everywhere
