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NatWest
With more than 1,600 branches across the UK, NatWest is one of the country’s biggest banks. But when it was acquired by RBS in 2000, it was seen as a dull and faceless institution, with a fragmented brand and unwelcoming branches. Radical improvements to the customer experience were needed if they were to build on their heritage in the face of increasing competition.
Our challenge was to revitalise the entire brand, to create and implement a more retail-focused experience, and signal change at every point of customer contact.
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From a dull institution to a high street retailer
The NatWest symbol already had almost 90% recognition with the public; however, it was struggling to compete on the increasingly cluttered high street. We worked with design agency ‘The Partners’ to develop a more engaging and contemporary version of this highly recognisable brandmark.
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Another way
With a focus on the new brand direction of being simple, human and straightforward, a new warmer, friendlier brand personality was developed.
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External signage
We developed bold new fascias and external signage to increase NatWest’s high street presence.
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Signage suite
We created a powerful signage family, from brand signifiers to information signage.
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A better way of banking
We reviewed customer needs and practices, and introduced new zoning and merchandising principles in branch to create a seamless, more personal retail experience.
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Streamlined interiors
We designed and implemented new, more welcoming interiors, introducing radical improvements to NatWest’s branches.
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A modern banking retailer
We designed new staff uniforms, which along with training programmes, enabled them to become a living part the new brand. New fixtures, fittings and custom made furniture were carefully designed to reflect the new, retail-focused approach to banking.
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Banking literature
The new brand was implemented across all customer communications, from digital applications to the entire literature suite.
