News

UK virtual bank first direct gets 'real'

First direct bank is extending its brand presence from the digital world to the physical — not with branches, but rather, with ATMs.

July 7, 2014

After 25 years in operation, the U.K. online bank first direct is extending its brand from the digital world to the physical — not with branches, but with ATMs.

According to a news release from the virtual FI, first direct will install 12 branded cash machines in railway stations by mid-July.

In line with the brand’s positioning as “the unexpected bank,” the ATMs have been designed to resemble the iconic "Space Invader" video game machines and household scales. Each terminal will wear the black and white trade dress of first direct.

“It was ... important for the machines to have that unique first direct ‘twist,’ which is why they won’t look like any other bank ATM,” said first direct head of marketing Lisa Wood. “As an Internet and telephone bank, the ATMs are a great way for us to give the brand a high street presence in some key high-traffic locations."