Curating Defaqto’s B2C image library

The challenge

Defaqto was undertaking a dynamic brand refresh aimed at repositioning the company to appeal more directly to consumers, shifting from its traditional B2B focus to a more B2C-facing identity. The goal was to create a customer-first brand identity with a fresh, dynamic look, feel, and messaging, establishing the company as more vibrant and approachable. Photography was identified as a key asset in this rebrand.

The challenge to Moreish was to build a cohesive bank of photography that could speak to a diverse range of audiences, including consumers, financial advisers, insurers, and asset managers, while maintaining a consistent look across various channels and products.

The approach

Given budget and time constraints limited the option of commissioning a photoshoot, we curated a new brand imagery using existing photo libraries and stock photography. We compiled images that would make the brand recognisable, trusted, and top-of-mind for its broad audience.

The imagery was selected based on key brand personality traits—bold, dynamic, vibrant, and confident.

Key priorities in image selection were:

• People-centric: featuring people prominently in the images, ensuring inclusivity and diversity.
• Tone: Capturing a sense of confidence, positivity, and playfulness, especially for B2B audiences. Reducing formality to create a more approachable and distinctive brand style.
• Brand Integration: The photography reflected key brand themes, such as “Be guided by the Stars,” “Making you feel like a star”. Including the ‘Defaqto star’ element in parts of the image library for branded imagery and enhanced recognition.

The results

Moreish delivered a comprehensive library of fresh and diverse images, providing the marketing and stakeholder teams with a valuable tool to create a consistent, recognisable look across all future communications.

To see more brand identity work undertaken by Moreish, financial services agency, click here.