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Launch a new banking product into a market that has little faith in banking.
Zopa had a different take on banking. They wanted (unlike most banks) to offer an actual service and make it easy. Friendly. Less daunting. They needed a corporate identity to match.
It needed to be authoritative and yet , ironically, not corporate. Accessible. It needed a strong, friendly tone of voice that was inviting but precise. Open. Modern. Jargon-free. It needed to be visually appealing just to catch peoples eye yet still not flippant. I bought "FEEL GOOD MONEY' into existance.
This was a great project to work on. I really enjoyed it.