Case Study: StepChange clears the stigma around debt with Robot Food

StepChange strengthens its brand with Robot Food after 30 years of debt advice

StepChange, a UK debt advice charity, needed to rebrand to become a first port of call for people dealing with problem debt, rather than being seen as a last resort. Their challenge was to communicate effectively and accessibly with potential clients while also establishing authority with creditors and inspiring internal teams, all within a heavily regulated industry. They hired the branding agency Robot Food for a comprehensive service including brand strategy, visual identity, and creative strategy.

Robot Food created a new visual and verbal identity to clear up the stigma surrounding debt. The solution included a modern, fintech-inspired aesthetic with illustrative visual metaphors and relatable photography to normalize conversations about money. The new proactive and reassuring brand voice helps StepChange speak the language of modern money. As a result, the charity is now ready to help even more people resolve their debts, though no specific metrics are provided in the text.

StepChange