Darly The Train Brand
Darlington Building Society
What we did
• Brand Identity
• CGI Illustrations
• Money Box
Darlington Building Society had the goal to increase their number of children’s savings accounts and to achieve this we wanted to design something impactful that resonated with the intended audience.
We created and pitched the complete brand identity and concept of Darly, from the name, character and colour. The idea was born from the deep heritage and love of railways embedded in Darlingtons history and culture. (Fun fact: The first steam locomotive, The Rocket, to carry passengers on a public rail line was built in Darlington by Robert Stephenson and Company in 1825.)
Darly the train began as a children’s money box that is exclusively available to joining members only. We extended the model with an additional three carriages for copper, silver and gold coins as an incentive that can only be earnt by continually saving more money.
To date, there have been over 370 new children’s saving accounts opened since Darly’s launch.