Barclays

Introducing an updated, more sympathetic and friendly brand that informed tone of voice and brand expression to increase customer appeal.

Developing brand and tone of voice guidelines to present a consistent approach, as well as new communication products for investments and life & pensions.

The challenge

Highly usable online banks, with customer service at the heart of what they did, were competing for Barclays’ customers. Barclays needed a brand that felt approachable and friendly, to attract a new breed of highly ambitious people as well as the general public.

What we produced

A new brand expression and tone of voice, with guidelines so every team applied them consistently, and new communication products for investments and life & pensions.