The Challenge
Keystart needed to clarify its role in an increasingly complex home ownership journey. Despite offering an accessible pathway into the market, the brand was often confused with banks, brokers and builders. The challenge was to make Keystart’s offering simpler, more memorable and more human — while developing a hand-crafted cartoon style they could own, reflecting the campaign’s distinctly comedic personality.
Keystart needed to clarify its role in an increasingly complex home ownership journey. Despite offering an accessible pathway into the market, the brand was often confused with banks, brokers and builders. The challenge was to make Keystart’s offering simpler, more memorable and more human — while developing a hand-crafted cartoon style they could own, reflecting the campaign’s distinctly comedic personality.
CLIENT
Keystart
YEAR
2021
SERVICES
Brand Strategy Digital Illustration Animation Video Production
ROLE
Brand Identity & User Experience
The Approach
We used humour, illustration and storytelling to turn a complex financial proposition into something approachable and entertaining. At the centre was a bespoke cartoon style, hand-crafted specifically for Keystart and designed to become an ownable visual language for the campaign. It brought comedic scenarios to life across video, animation, radio and social, while making the message easier to understand. The result: an award-winning campaign with a distinctive visual world that made Keystart easier to recognise, understand and remember. Copywriting & Art Direction: Anneliese Sullivan & Ellen Treharne-Robertson Animation: Tracey Kim Illustration: Matt Doi-Taylor
We used humour, illustration and storytelling to turn a complex financial proposition into something approachable and entertaining. At the centre was a bespoke cartoon style, hand-crafted specifically for Keystart and designed to become an ownable visual language for the campaign. It brought comedic scenarios to life across video, animation, radio and social, while making the message easier to understand. The result: an award-winning campaign with a distinctive visual world that made Keystart easier to recognise, understand and remember. Copywriting & Art Direction: Anneliese Sullivan & Ellen Treharne-Robertson Animation: Tracey Kim Illustration: Matt Doi-Taylor
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