Marketing Design Awards: Financial

Winner

Client: Barclays

Agency: Williams Murray Hamm

Commended

Client: National Savings and Investments

Agency: Lloyd Northover

WINNER Barclays markets its credentials as one of the world's biggest banks by positioning itself as the 'financial expert'.

However, the company's management felt that its identity was failing to support this position, as it was a myriad of styles and visual cliches with little consistency.

It hired Williams Murray Hamm to create a more unified approach. The subsequent solution built on the bank's ownership of the colour blue, creating a visual cohesion.

Barclays' eagle emblem was also simplified to create cleaner cut-through.

Launched internally in April 2004, the bank is redesigning more than 4500 print and digital items and fitting new fascias to all its branches.

COMMENDED

National Savings and Investments (NS&I) recognised the importance of focusing on customers' needs as it embarked on a five-year strategic plan.

It hired Lloyd Northover to conceive and design a vehicle for NS&I's 'Gifts for children' campaign which, for the first time, marketed three products under a single proposition.

The success of the gift pack was its clarity. Its simple design stood out in the Post Office point-of-sale environment, and individual product targets were exceeded; 65% of purchasers were new customers to NS&I.

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