We’re Paterson Associates.

We help brands find their place in the world. We create and strengthen brands. We shake them up, find their energy, clarify what they stand for and help them to stand out in a busy world.

First Direct

The first and still the best

In 1989, working for Wolff Olins, www.wolffolins.com. Simon was part of the team that created this pioneering brand, www.firstdirect.com.

The power of black and white

First Direct’s then owners, Midland Bank, initially set out to create a low cost telephone banking service. We persuaded Midland to create a useful and aspirational brand based on convenience and service. A brand that was designed for people who didn’t need to go to a bank, but just wanted a straightforward service and a human voice at the end of the phone. Today, the First Direct name and its simple black and white identity epitomise the enduring appeal and human focus of this famous brand.