In 2019, my university course was approached by creative agency The Team. They briefed us on a project involving state-owned savings bank NS&I. The project was to rebrand the company, targeting a younger demographic.
My teammate and I noticed that the company was using a large variety of colours with no distinctive primary and secondary. The logo also came in multiple variations with none seemingly the main one. We also felt that the acorn made the logo very outdated. Simplifying seemed to be the best approach as we reduced the number of colours in the brand as well as removed the acorn, freshening and modernising.
Replacing the ampersand with a plus helps connect the bank to its customers in a very visual way. The plus symbol symbolizes connection, togetherness and results. The symbol was also a great opportunity to incorporate motion into the brand.
On top of the visuals, we created a new app that would connect more with a younger audience. Getting the brand online and digital was a priority and managed to bring the company up to date in order to secure that market that never even knew of the bank.