A Leeds based creative communications agency will be supporting an iconic UK bank as it showcases a huge rebrand.
Hatch is working as an extension of Nationwide’s internal PR and social media teams to unveil a new, modernised rebrand, set to be rolled out across the entire network of 605 branches. This rebrand is Nationwide’s most significant brand refresh since 1987 and is part of a drive to demonstrate the value of mutuality – being member-owned rather than owned by shareholders.
In addition to the updated visual identity, the rebrand promises ‘A Good Way to Bank’ for its customers in addition to the new logo, look and feel. It will still be distinctively Nationwide, but will see the bank transformed with improved accessibility standards and fairer and better service for customers.
The new branding started its roll out on October 7 in branches across the country, on internet banking and the mobile app. Leeds, Leicester, Cambridge, Cardiff and Nottingham were five of the first branches to carry the branding.
It is the latest move by Nationwide that challenges the shareholder-owned banks by demonstrating its difference. In June, Nationwide extended its Branch Promise, meaning it won’t leave any town or city in which it is based until at least 2026. And in May, the Society announced it was returning £340 million of profit to 3.4 million eligible members through its inaugural ‘Fairer Share’ payment, with each receiving £100.
This new phase for Nationwide also includes a new integrated advertising campaign, featuring British actor Dominic West. Premiering during Great British Bake Off on October 10, the new campaign sees West as a fictional rival banking boss – who is determined to introduce cutbacks and branch closures.
Having worked with the Nationwide team to deliver partnership activations over recent years, we’re pleased to now be supporting the brand’s evolution as it moves into this exciting new eraVictoria Tidmarsh
Catherine Kehoe, Chief Customer, Brand and Engagement Officer at Nationwide, said: “This is an incredibly exciting time for Nationwide, as we update our brand to reflect our position as a modern mutual.
“We need to ensure that Nationwide continues to be relevant and attractive, not only to our valued existing customers, but to future generations of savers and borrowers.
“Our members have made it clear that while the world evolves to become increasingly digital-first, the importance of having a physical branch to engage with is as important as ever. And with our Branch Promise committing our place on high streets until at least 2026, it was never in question that our rebrand would be rolled out across our full network of 605 branches.”
Victoria Tidmarsh, Operations Director at Hatch, said: “Having worked with the Nationwide team to deliver partnership activations over recent years, we’re pleased to now be supporting the brand’s evolution as it moves into this exciting new era. Nationwide is a household name brand, and one that we are incredibly proud to work alongside.”
Rob Curran, Customer Experience Founder at NCA, said: “We’re incredibly excited to see rebrand come to life across all of Nationwide’s physical and digital real estate. The Nationwide brand is a special one, and it now has a look and feel to match – strikingly modern, refreshingly simple, yet still so familiar. We’ve gone through the design archives at Nationwide and recalled some beautiful elements from their history, while at same time creating a new brand that is fit for the future.”
Kelly Parker, Chief Executive Officer at Wavemaker UK added: “Nationwide is entering an exciting, bold new phase of its brand journey, reclaiming its rightful status as a challenger to the big banks. Our media approach reflects that ambition, with a plan that will capture the attention of audiences and spark new opinions of the brand at scale.”
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