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With a new brand for ‘B’ – a digital banking platform which breaks all the conventional rules – Clydesdale BANK and Yorkshire Bank put their customers at the heart of the service, helping THEM TO enjoy their money and feel more in control of their lives. 

 
 

BUILT AROUND YOU

Meet B, the future of banking. A new way to think about money. B is a current and savings account, wrapped up in a super-smart app, that learns how you manage your money and gives you helpful advice, tips and ideas for the times ahead. 

Powered by Clydesdale Bank and Yorkshire Bank, the new banking app is driven by a bold ambition: to transform our relationship with money. 

At the centre of transformation is us, the customer. Our daily routines, but also our dreams and inspirations, and the decisions we make every day on how and when we spend. Packed with clever tools such as automatic tagging (splitting spending into useful categories like bills, eating out and travel), and features including budget planning, savings pots, smart-search and spend tracking, B gives the user power to control their money - rather than their money controlling them.

 

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BRAND STRATEGY

To help B deliver on its promise, we created a brand with the customer at its heart. This needed to be radically different from the existing banking system that is defined by institutions, built on tradition and complexity. B represents the customers rather than the corporate bank, making it about more than just banking – it’s an app that will integrate with your life.

 

 

 

The name B plays on the concept of freedom - to ‘be’ - as well as the more obvious ‘bank’. It captures the essence of the service as a tool for being in control of your money, being pioneering, being creative, being inspirational – being anything you want to be. 

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“WE WANTED OUR NEW BANKING SERVICE TO BE BUILT AROUND PEOPLE SO OUR CUSTOMERS CAN ENJOY THEIR MONEY AND FEEL LIKE THEY ARE IN CHARGE OF THEIR OWN LIVES. THE PARTNERS DID AN EXCELLENT JOB IN HELPING US CREATE AN APPROACHABLE BRAND IDENTITY THAT PUTS THE USER AT THE HEART OF THE SERVICE.”
— HELEN PAGE, PROPOSITIONS & MARKETING DIRECTOR, CLYDESDALE BANK AND YORKSHIRE BANK
 
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BRAND IDENTITY

The striking new identity became a window into their customers’ worlds– bold, colourful and full of life. Working with Deloitte Digital and the Bank's marketing and UX teams, we worked on the visual design of the interface which was created to be intuitive, useful, personalised and easy to use. 

 

The launch campaign was created by Karmarama and included national TV, direct response, digital, staff engagement and social. Launched on 3 May 2016, B is a true banking pioneer. And with an experience built around the client, the banking service will become a partner of choice for millions of customers, putting them in control of their money, their daily lives and their future.