Ulster Bank is one of Ireland’s Big Four Banks and has been at the heart of Irish life for over 175 years. We were appointed to simplify a complex brand architecture, develop a flexible brand graphic style and document all principles in robust guidelines.
Ulster Bank were working with a number of creative agencies, all of whom required varying levels of flexibility from a creative perspective. We were appointed to develop an identity system which could be broken down into a toolkit of parts and flexed as required to accommodate all communication activity based on product proposition, channel and customer segmentation.
A core Ulster Bank graphic style was developed to include logos, colour palettes, typography, photographic style and proprietary graphic devices. A distinctive tone of voice was defined for use across all print and digital communications which could be applied across all areas of business from Retail Banking to the more premium, relationship driven Private Banking division.