NatWest

Art direction to bring to life NatWest's brand positioning 'Helpful Banking'. At a time following the banking crisis, it was important to regain customers' trust and strive to give the brand a human face.

 

Working with photographer Bill Robinson (billrobinson.com), we set up a makeshift studio in various NatWest branches around the country. We then captured portraits of real (often reluctant) NatWest staff members in their familiar surroundings in a realistic style, overcoming the challenging environment of a busy high street bank.

 

What started as photography for the next quarter’s in-branch campaign, quickly became used for the above-the-line campaign, based on the strength of the images.

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This work was undertaken in a freelance capacity working for Clear Ideas.