We partnered with Barclays at critical stages along this journey. In 2010 we helped Antony Jenkins, then leading the bank’s retail business, to define and share a new vision for retail banking. It would focus on the bank’s role in a customer’s life, using the idea ‘lives made much easier’. The following year, we helped unify the whole bank, dropping the Capital, Corporate and Wealth names.

We helped shape a new purpose, around outcomes for customers: ‘to help individuals, companies and economies to make progress’. We designed a digital, animated communication style, built on an aperture that opens to show a better outcome, which can vary in style to work for each of the bank’s different customer groups.


“They evolved our brand identity into one that delivered on our strategic vision, in a simple, fresh and contemporary way, perfect for digital”

Michelle McEttrick, Former Managing Director Brand and Marketing, Barclays

A strong start
Antony Jenkins’s vision for retail had a rapid and spectacular impact on performance, and on how customers viewed the bank. Customer satisfaction scores in the bank’s call centres rose by 20%.

Our 2011 work has been implemented across the bank, which now has a more contemporary, distinctive communication style. It is unified but not uniform. In 2012 Antony Jenkins became CEO of the whole bank, and – without our help this time – evolved our work into a new, more strongly ethical, purpose: ‘to help people achieve their ambitions, in the right way’.

The journey is not yet complete, but Barclays is making a serious shift from focusing on its own ends to pursuing customers’ interests.