Design and Art Direction

NatWest Thrive

Role: Digital Innovation Concept Lead NatWest
I visualised and directed all creative outputs, and captured behind-the-scenes photography of Marcus Rashford.
Illustrations by Hattie Stewart.

Helping young people build confidence by understanding how money works

The challengeMoney can be confusing and stressful for young people. Yet understanding it is a vital life skill. So how do we spark their interest and make it feel relevant and fun?

Chasing big goalsTo get this right, we teamed up with footballer and campaigner Marcus Rashford — then spent six months listening to 11–16-year-olds, their parents and youth workers to truly understand what they need and what drives them.

Connecting money to what really mattersWe discovered that the key to sparking curiosity was to link money to their world — their passions, ambitions, and the things they actually care about.

Follow your dreamsInstead of starting with money, we asked a bigger, more inspiring question: Who do you want to be?

To bring that vision to life, we teamed up with legendary doodle artist Hattie Stewart on a bold series of murals, a social film and dynamic digital OOH — all designed to capture imaginations and spark ambition.

ResultsA demonstrable positive impact on young people’s financial confidence and self-belief and increased brand consideration for NatWest.

After going through the NatWest Thrive programme 98% of young people said they felt more confident around money and 83% said it improved their mental wellbeing.

Awards

APG Creative Strategy Awards
Nominated for inclusion on WARC

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Credits

Clair Whitefield In-house copywriting partner
Hattie Stewart ‘Doodle-Bomber’

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