Barclays Premier

Well-designed banking.

Barclays Premier banking wanted to capture a greater share of the global mass affluent market over the next five years, recognizing that to achieve this, Barclays needed to up its game in terms of its branch environment, services and products in order to deliver an extraordinary banking experience.

FutureBrand was appointed to the task of creating a new branded environment and rolling it out as part of a global strategy in Europe, Africa, the Middle East and Asia.

Working from a new brand positioning, “extraordinary banking for extraordinary people,” FutureBrand interpreted this into the core design concept “well-designed banking.” From our understanding of the various need states of Barclays Premier’s existing and potential customers, the idea of well designed banking had to run through every single customer touchpoint, from a new membership pack to branch reception to products and customer service. As an example, customer services in banks generally means standing in queues and waiting to be served. Extraordinary banking from Barclays Premier would offer personal service tailored to the specific business and banking needs of the customer. By thinking bigger, we have enabled Barclays to shift from the expected world of retail banking to the extraordinary world of high-end hotels and hospitality services.

FutureBrand developed a global template for the new brand identity and branch environment that is scalable to fit all branch sizes and formats around the world. Introducing both fixed iconic elements and flexible component parts for the brand, we have ensured that every customer of Barclays Premier will have the same experience in whichever branch they enter around the world.