| Title | Mobile Website Redesign |
| Agency | Publicis Sapient |
| Campaign | RBS Digital Brand Revitalization |
| Advertiser | The Royal Bank of Scotland |
| Brand | The Royal Bank of Scotland |
| Date of First Broadcast/Publication | 2014 / 7 |
| Business Sector | Banking & Financial Services, Investments, Stock Brokers |
| Story | We revitalized the RBS and NatWest brands online by unlocking the creative capabilities of the new visual identity. Using unique design thinking and technology, we were able to deliver an improved experience across desktop, mobile, mobile apps, online banking and digital tools. This included art direction, content strategy, user experience and technology integration for both RBS and NatWest’s Personal and Private Banking sites. The design approach knits; Be human, Be relevant, Be clear and Be wonderful, creates a connected visual flow by knitting together contents to create a well branded, seamless experience and visual choreography. Unique shapes have been carefully used to help guide the user through the content and create visually well-connected journeys. There has also been an emphasis on clarity and legibility to help guide the user through the experience. By being positive, warm and “everyday”, the brand gives the customer a helpful online experience. |
| Media Type | Web Site |
| Creative Director, Experience Design | Daniel Harvey |
| Associate Creative Director, Visual Design | Yandis Ying |
| Associate Creative Director, Experience Design | Usman Sheikh |
| Senior Account Director | Andy Male |
| Delivery Lead | Kamal Robe |
| Project Manager | Nick Sagar |
| Senior Art Director | Gavin Howell |
| Project Manager | Pari Sailo |
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