The bank’s reputation has been built on a philosophy of personalised service, always putting the client’s needs first. The concern was that existing promotional material did not properly reflect this image in that it was too product and process orientated.
The overall objective was to reinforce the bank’s strengths by focusing on how it could meet the total banking and investment needs of each individual client. A series of brochures would be produced, each covering a specific service area as follows: day-to-day money management, savings, investment, asset management, wealth management. All would be brought under one unifying theme and approach.
The creative concept for the new series of brochures was based on a floral theme. This symbolised organic growth and the variety of services and solutions available. It was also designed to present a softer, friendlier and more accessible image for the bank, in keeping with its service philosophy.
A different variety of flower was used to identify each of the bank’s products and services. This then became the sub-theme of each individual brochure. Stylised photography was used throughout, supported by copy that reinforced the focus on client needs and issues.
The next series of brochures were developed using the concept of a photo album, illustrating important financial moments in a family’s life; saving to start a family, buying a first home, retirement etc.
The photography came from the extensive and esteemed Magnum archives, often from portraiture of the photographers’ own families.