Bank of Scotland – Brand Refresh

Challenge:

Rebranding Bank of Scotland across both digital and print platforms. This involved introducing a new colour palette, updated photography, refreshed typography guidelines, and redesigning key assets like email templates, direct mail, and the website hompage. The main challenge was to infuse creativity into a corporate financial brand while respecting its established identity and adhering to tight deadlines.

Process:

• Research & Strategy: Began by analysing Bank of Scotland’s legacy branding, understanding its target audience, and researching competitors in the banking sector. This allowed me to identify opportunities for differentiation while maintaining the trustworthiness of a financial institution.

• Brand Exploration & Conceptualisation: Developed several mood boards and colour palette options. Focused on striking the balance between professionalism and modernity, introducing vibrant but sophisticated colours and clean, approachable typography.

• Design Execution: Worked closely with the creative team to redefine photography style, and brand assets. Ensured all components were adaptable for both digital and print formats. The new email templates and direct mailers were designed to be user-friendly while remaining on-brand.

• Collaboration & Feedback: Engaged regularly with stakeholders to ensure the creative direction aligned with corporate requirements. Iterated on feedback to keep the design fresh yet within the parameters of financial services branding.

Outcome:

• Successful Brand Launch: The updated Bank of Scotland brand was successfully rolled out across all digital and print touchpoints, from email templates to website redesign, and physical collateral.

• Increased Engagement: Early metrics indicated an improvement in user engagement, with the refreshed website receiving positive feedback for its more modern and approachable design.

• Timely Delivery: Despite the tight deadlines, the project was completed on time, ensuring all rebranded elements were ready for launch without delay.