Design and Art Direction

NatWest Youth Visual Identity

Role: Visual Creative Director
As in-house Visual Creative Director, I led the design and delivery of all creative output, including full brand guidelines so the identity could be used consistently across the bank.

Bigger energy, bolder colours, made for Gen Z

A brand to grow up withWe built on NatWest’s core brand to create a bold identity for young people, designed to connect with teens and build loyalty for life.

Remixing the RulesWe stretched and reworked NatWest’s grown-up guidelines to feel more expressive, playful and relevant to teens. Colour, layout, motion and tone were all turned up, and we delivered a full suite of TikTok-ready assets.

Breaking out of the FrameClashing 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.

“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

—
Credits

Clair Whitefield In-house copywriting partner

2026 | Instagram | LinkedIn