Integrity first
CFA Society (via Sterling)
Improving impressions
Public trust in bankers took a hit during the 2008 financial crash and never fully recovered. The CFA wanted to use its platform to help change perceptions of the industry. The campaign had two jobs: attract new members while reassuring existing ones that the organisation was taking action to help restore the industry’s reputation.
The idea was to put one simple word at the heart of the campaign: integrity.
A simple idea
The line was rolled out across London using large-scale images of the city, with ‘Integrity first’ picked out across every execution. It appeared on taxis, in the press and throughout the London Underground, all directing people to a bespoke website. The message needed to work for both audiences: giving prospective members a reason to see the profession differently, while showing existing members that the CFA was prepared to stand up for its values.
Role: Design and artworking oversight
