Building a brand with vision.

Chetwood is a British bank founded by financial and customer care experts. We developed an Organising Idea that helped find them space in the market, motivated their people and engaged their audiences.

Harnessing brand to realise potential.

Chetwood had been developing a new vision for financial services backed up by state-of-the-art technology. Founded by a former HSBC Commercial Director and a former Partner at Capco, they had great potential, but needed a clear brand identity to set themselves apart from other financial companies. In 2016, they approached us to define and launch a brand for their business.

Testimonial

Future Kings helped us to define our brand strategy approach for Chetwood Financial. They worked with us to establish and embed our brand principles and have brought energy and challenging ideas to the process, enabling us to create a brand that truly represents our company to our customers.”

Mark Jenkinson 
CTO, Chetwood Financial

our programme of work

Create

01

Activate

02

Create

Finding space in a crowded market.

Our Organise for Scale Programme programme began with team workshops, using a number of different exercises to understand their background, ethos and goals, as well as customers and competitors.

Exploring different positioning territories helped us to discover that, whilst technology was at their heart of their business, the core benefit was that it would make their client’s lives easier.

Chetwood planned to offer a range of products, from short-term loans to savings and mortgages. Each will be marketed to very different audiences, so it was important to develop a brand architecture and creative approach that could flexibly support multiple brands in the future.

Organising Idea

It was clear from our earliest meetings with Chetwood, and throughout the programme of workshops, that the team wanted to help change the face of financial services. ‘Be the change’, is a simple expression of their ambition, and a direct instruction to the team that they are empowered to make things better whatever their role in the business.

Proposition

There are opportunities everywhere.

You just need to know where to look.

There are opportunities everywhere.

You just need to be brave enough to take them.

There are opportunities everywhere.

Find them first and be the change.

Identity

Create

01

Activate

02

Organising Idea

Culture

Embed behaviours and values

  • - Employee Value Proposition
  • - Employee experience
  • - Internal communications
  • - Recognition & reward

Client Communications

Integrate brand assets for:

  • - Customers communications
  • - Digital media
  • - Website
  • - Social
  • - Advertising
Be the change

Environments
 
 

Bring the brand to life across:

  • - Physical spaces
  • - Digital spaces
  • - Internal & external

Products &
Services
 

Deliver the brand through:

  • - Service standards
  • - Information delivery
  • - New product development
  • - Sector/marketing planning

Challenging conventions through brand.

We developed a brand identity that would stand out when it was time to launch Chetwood to the market. Everything from their proposition statement through to colour palettes was designed to challenge conventional financial services competitors.

This theme was carried across to the physical environment of their head office and employee communications. We designed an interactive brand toolkit so employees could create communications consistently with the visual identity and tone of voice.

Chetwood were also keen to integrate with the local community, so engagement was a particular focus. We developed a plan with regular communications leading to an office launch event that celebrated Chetwood’s visionary ethos and big plans for the future.

Culture

With a new company being created, ensuring all of the team were aligned behind the brand before launch was a key goal. While many were experienced in the industry, they’d got that experience at large banks and insurers with brands and cultures that were the opposite of what Chetwood were trying to build. We therefore developed design, TOV and style guidelines, brand films and training workshops to ensure everyone was aligned. We’ve also held ongoing, regular TOV and messaging workshops to ensure communications are on-brand.

Products & Services

Many Chetwood products target different segments, so we needed a flexible brand system that was ‘recognisably’ Chetwood, but which could adapt to each product’s target audience. We created a hybrid brand architecture with flowcharts to help the team quickly and easily determine how the products and services should be branded within the core system.

Communications

With a mission to change financial services, we knew communications had to be bold and differentiated. This is where our Brand Building Blocks were used to effectively maintain consistency with Chetwood’s mission, whilst allowing individual products to speak to their audience. Shared TOV elements at a Chetwood level were applied to each product brand. Each product brand was then able to develop its own subset of TOV elements, honing them through customer research. Communications design also followed this approach of balancing Chetwood and individual product features.

Environments

A new company, a new team and new offices gave us scope to create something - just like Chetwood - unique and engaging. We developed wall graphics throughout the offices that replayed Chetwood’s vision and purpose. We also created customer segment boards, so teams were familiar with each segment, their needs and how to communicate with them. The centre-piece, however, was the brand values artwork in the entrance foyer and main stairwell of their new offices.

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