After a phase of continued growth and evolution, specialist UK bank Shawbrook asked us to define their distinctive position in the marketplace based on their personal approach and greater understanding of who their customers are and what they need.
With the aim of attracting a wider audience to their personal and specialist approach to banking, Shawbrook Bank required a complete refresh of their brand that would increase awareness of their quietly confident track record and unwavering commitment to helping customers achieve their goals, within the crowded ‘specialist bank’ sector.
Through brand workshops and sector immersion we defined a unique positioning and new visual and verbal language for the brand that reflected their distinctive approach to banking. Bringing this purpose to life we developed the overarching theme of being ‘Proudly Different’.
Their confident and supportive concept would turn the uniqueness of each customer's history, dreams and aspirations into a source of pride and empowerment as opposed to a barrier that might previously prevent financial assistance through the narrow focus of main stream banking.
Both the visual and verbal languages were inspired by the different perspectives, observations and unique details that help make each customer ‘story’ unique. The visual storytelling highlights the individual details uncovered through this personal approach, alongside a new bold and confident brand voice and visual identity to create an authoritative yet supportive look and feel.
Our comprehensive refresh included the creation of a bold master logo and strapline each of the lines of business. This was supported by a new website and online experience created by our sister digital agency, Equator.
To support the relaunch we produced a suite of communications for internal and external audiences including a staff mini brand guide, posters and a brand video.