Nationwide enlisted I-AM to review their brand identity and
define a visual language to transform it into a key business asset. Their overarching vision for this emerged from their slogan,
‘On Your Side’, and a sense that they should be seen as a
‘Modern British Classic’.
Through a holistic approach to the creative development of the brand mark, image style, colour palette and holding devices,
we began to tell the brand story more consistently. The iconic ‘village’ symbol was re-drawn with softer lines to resonate with the introduction of more contemporary, rounded forms elsewhere in the new visual language. We expanded these graphic
ideas to a suite of simple and distinctive structural devices that harmoniously relate to the core brand values of ‘On your Side’
The defined holding device, palette and image style has provided much-needed consistency. This has led to clearer, more direct communications that bring the brand in line with Nationwide’s products and services and the values they wish to project.