NatWest, is one of the largest retail and commercial banks in the United Kingdom and ranked among the top 10 largest banks in the world by assets. Working in conjunction with ITN Productions, we created the branding for NatWest Money Clip, a new series of unique videos, aimed to make family finances simpler. Partnering with independent experts and using their own financial expertise the series was designed to help bring the latest financial news and give practical tips on how to best manage personal finances and save money.
Our aim was to create a distinctive brand package which applied continuity with the core NatWest brand, whilst at the same time providing a unique proposition. The key element of the package is the money clip itself, designed as the anchor point for the visual elements that binds the content together.
Supporting the Clip are the NatWest layers that are held together by the Money clip. These layers represent the content within the programme and work as our device to frame and transition through the programme’s content. With the money clip working as the anchor point, the layers create an ever shifting stack of elements with content passing underneath and above the layers whilst in motion.
Broadcast through the NatWest youtube channel, Money Clip created a great platform to deliver informative brand content to effectively connect with the bank’s customer base. The way people consume content has changed profoundly over the last decade and it has never been more critical for brands to create content that engages with their audience through the right channels.
Brand content plays a key role in any organisation’s marketing strategy and the package created consisted of four unique strands forming separate content packages. Each of these strand’s was given a separate identity to create distinction across the package.
Total views on Youtube: 2,666,639 million in first 6 months
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