Nationwide changes their identity for the first time in 30 years. Unlike banks, they're not owned by shareholders. they’re owned by their members. It’s what makes them different, and likeable. They want to look more modern, but need to keep how they feel to people. Approachable, simple experts. A complete rebrand of their look, but keeping their soul.

‘A good way to bank’

Concept
Branding
Illustration

I’ve worked with:
New Commercial Arts

Logo lifting: bold, simple, friendly

The existing logo has a strong symbolism as it represents, with houses, members, community, businesses…in other words, what makes a society. The logo was simplified, but the essence remained.

A palette that honours members.

Using physical elements of what makes a society to create a rich palette: ‘Building society’ as a guide.

Core palette

The sun is our constant

Long shadows are a signature style for the illustrations — the sun in the logo lights Nationwide’s brand world, and helps give depth to the brand. The light source is defined by the position of the sun. This is the key factor for the shadows in our illustrations.

Light source is always coming from the top left

New identity overview

The work spanned over all facets of the brand, from physical, with the cards , the banks design and ads, to the digital experiences .

Applications

Making the logo evolve and rise. A simpler and more modern style of graphics and font, to convey the message even further

Visual system and guidelines

From the conceptualisation to the creation of assets, through composing with the provided libraries of assets. a complete how to guide.

One system for all needs: Composing with themed libraries

Themed libraries allow the team to compose new visuals fast and easily from them. They can be used as icons or big illustrations. With this system, new creations are fast and unlimited.

Illustrations (Micro to large)