Darly The Train Brand

Darlington Building Society briefed us with the challenge of increasing the number of children’s savings accounts and to achieve this we wanted to design something impactful that resonated with the kids.

We created and pitched the complete brand identity and concept of Darly, from the name and character to the collectors money box. 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 400 new children’s saving accounts opened since Darly’s launch.