Design and Art Direction

NatWest Youth Visual Identifier

Role: In-house Creative Director, Brand & Visual NatWest
I led the design and execution of all creative output, including the development of comprehensive brand guidelines to ensure consistent rollout across the bank.

Bigger energy, bolder colours, made for Gen Z

Making NatWest a brand to grow up withBuilding on NatWest’s core brand, I created a bold, youth-focused identity for NatWest — designed to connect with teens and build lifelong brand loyalty.

Remixing the RulesBuilding on the more grown-up NatWest brand guidelines, I stretched and reworked the system to feel more expressive, playful, and relevant to teens. From colour and layout to motion and tone, everything was dialled up — including a full suite of TikTok-ready assets designed to meet young people where they are.

Breaking out from the FrameI turned up the volume with clashing colours, disruptive patterns, and a visual language that refused to sit still.
Young people didn’t just appear in the brand — they burst out of it. Pow!

“We have a great opportunity to be brave and bold. Thank you for embracing that and helping move us along.”

Simon Watson
Head of Youth, NatWest

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Credits

Clair Whitefield In-house copywriting partner

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