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Saturday 25th March 2017 /
Right on the money
Financial services is not the most exciting subject in the world. So when we won a pitch to rewrite Abbey’s entire suite of branch literature, we knew we had a challenge on our hands. How could we convey the intricacies of subjects like mortgages and investments in a fresh way, without incurring the wrath of compliance?
We worked closely with product managers and Abbey’s internal design team to develop a tone and approach that worked. The language was playful and positive, without being too chummy. And, crucially, it was consistent across all 13 pieces.
We’ve since worked across virtually all Abbey communications from internal HR documents to point of sale materials. We’re steadily helping to position Abbey as a trusted, straight talking high street bank. (Formerly Abbey National)