Connecting
the Dots
What began as a simple request for an email signature graphic revealed a larger opportunity: the foundations of a scalable visual language for NatWest's growing Energy Hub.
Overview
The brief started small - an email signature graphic - closely followed by a request for an A4 factsheet, but it didn't take long to see a bigger picture on the horizon: NatWest currently had several energy-related propositions, each doing its own thing visually, with no real thread between them.
With an Energy Hub in the works too, the project became a useful moment to put a simple illustration-led framework in place - something that could bring a bit more cohesion to the whole thing.
- Consideration assets for LinkedIn
- SME Relationship Manager factsheet
- Email and website assets
- Brand Storytelling
- Social Content
- Motion Design
- Campaign Development
- Community Engagement
Approach
The as-yet-named Energy Hub was still being defined, which actually gave the project room to breathe. Rather than designing to a fixed spec, I could look at how the wider set of energy propositions might hang together visually.
Working from existing website cues and brand illustration assets, I put together a flexible, illustration-led approach which felt like a natural way to segue to the target screen on the NatWest website - practical enough to stretch as the offering grew.
The email and factsheet work led to a further commission - a series of animated LinkedIn posts promoting Energy Hub services.
Taking the visual language into social felt like a natural next step. Each post worked to distil a proposition benefit into something concise and story-driven, to pull people through to the website.
Outcomes
The email and factsheet work opened the door to something broader. The client came back with a commission for animated LinkedIn assets promoting Energy Hub services, a natural next step for the visual language, which had scope to expand even further to Scala screens and other OOH delivery systems.
Each post took a proposition benefit and shaped it into a concise, story-driven piece of content aimed at building awareness and pulling people through to the main site.
©The&Partnership