Brand identity

NatWest Group Brand Refresh

As Visual Creative Director in the NatWest Marketing team, I led the brand refresh for both NatWest and NatWest Group — reimagining the bank’s customer-facing and internal communications across a wide range of channels and touchpoints.

A fresh visual and verbal ID for colleagues

OverviewHaving recently designed a new visual identity for NatWest, I was tasked with the job of transforming the internal and colleague communications for NatWest Group – aligning it with the company's overarching purpose of Championing potential.

The challengeNatWest Group’s internal communications had become tired, fragmented and overly corporate — filled with disjointed messaging and generic visuals built on dated banking clichés. As a result, colleague engagement was low and the internal brand lacked clarity and energy.

With a refreshed purpose and strategy recently defined, we saw an opportunity to reimagine internal communications through a cohesive new visual and verbal identity — one that would inspire employees and help them live the brand’s purpose in their everyday work.

Bringing purpose to life from the inside outThe new design direction introduced a vibrant brand palette, striking graphics and a distinctive visual shorthand — using patterns and symbols to represent employee-led networks with clarity and energy.

A refreshed tone of voice came to life through bold typography and straightforward, purposeful messaging.

Real colleagues became the face of the reimagined communications, captured in authentic photography that boosted engagement and fostered a stronger sense of belonging.

We also created a new logo suite for NatWest Group, evolving it from the refreshed identity I originally designed for the retail brand.

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Credits

Clair Whitefield In-house copywriting partner

2025 | Instagram | LinkedIn