My role

As the senior campaigns copywriter for design agency, Rufus Leonard, I started by revising the bank’s tone of voice to reflect the new brand and then helped bring that voice to life across the in-branch experience.

Here’s what I worked on:

• In-branch posters – Headlines and copy that made the new campaign visible (and meaningful) on the walls and in the windows

• Colleagues’ brand book – A printed guide that explained the rebrand from the inside out, and helped staff get behind the change

• Customer-facing brochure – A simplified version for branch visitors, designed to explain the changes in everyday language

• Social media competition – Co-created with my art director to help bring the refreshed brand to life online

The outcome

The ‘With You All the Way’ campaign went on to win a Transform Gold Award for Rufus Leonard. For me, it was a chance to put the branches at the heart of a total rebrand, not just by explaining what had changed, but by helping people see why it mattered.