United Trust Bank
United, we go further
Positioning | Narrative | Architecture | Messaging | Visual Identity
At a time of algorithms and automation, many people feel distant from their financial providers. But United Trust Bank does things differently. They believe that we can achieve more together than alone.
This project spanned narrative, messaging, architecture, and identity, but it started with a new positioning. “United, we go further” shines a light on UTB’s unique focus on building relationships, as well as its dedication to helping clients, colleagues, and communities succeed.
It was important that this rebrand would help United Trust Bank feel more modern: though the bank had seen huge growth in recent years, stakeholders felt that their outdated brand needed to evolve for the business to continue to thrive. By modernising existing elements such as the shield logo and colour palette, and adding dynamic new photography and messaging, we helped place the brand firmly in the modern banking landscape.
This project spanned narrative, messaging, architecture, and identity, but it started with a new positioning. “United, we go further” shines a light on UTB’s unique focus on building relationships, as well as its dedication to helping clients, colleagues, and communities succeed.
It was important that this rebrand would help United Trust Bank feel more modern: though the bank had seen huge growth in recent years, stakeholders felt that their outdated brand needed to evolve for the business to continue to thrive. By modernising existing elements such as the shield logo and colour palette, and adding dynamic new photography and messaging, we helped place the brand firmly in the modern banking landscape.
Unified yet flexible
An important ask was that the identity could flex to meet the needs of diverse audiences, while still feeling united. For most audiences, adjusting photography and tone of voice sufficed, but one group - mortgage intermediaries - needed more. They desired a fast-paced and informal service, which we signalled through a UTB Mortgages sub-brand with a more playful look and feel.
An important ask was that the identity could flex to meet the needs of diverse audiences, while still feeling united. For most audiences, adjusting photography and tone of voice sufficed, but one group - mortgage intermediaries - needed more. They desired a fast-paced and informal service, which we signalled through a UTB Mortgages sub-brand with a more playful look and feel.
Putting people at the heart
UTB leadership also wanted an employer brand that would increase staff engagement with their wellbeing and development programmes, and celebrate the company’s “people-first” approach. So, we developed Pulse: a vibrant employer brand that shows UTB’s people as the beating heart of the business
UTB leadership also wanted an employer brand that would increase staff engagement with their wellbeing and development programmes, and celebrate the company’s “people-first” approach. So, we developed Pulse: a vibrant employer brand that shows UTB’s people as the beating heart of the business
