Post-production graphics & motion design
Fusing these visual trends with Barclays’ design guides for purposeful, simple shapes, modern elegance and always moving, fluid motion design, we crafted this set of graphics and motion treatment.
The rectangular graphic with curved edges alluded to the graphics usually found on cash illustrations/icons; this successfully added a quiet playful edge to the visuals, while honouring the brand’s standards for functional, elegant graphics. We also made sure the motion graphics were seamless, fluid and always retained motion when on screen to add visual interest and adhere to branding guides.
DESIGN
Opening titles
On screen graphics
The Brief:
Barclays approached us with a brief to show they can deliver on their brand promise to make money work for everyone.
Money can be a scary and emotional topic, so they wanted to fulfil this promise by showing how they can cater to the younger generation (specifically, Millennials) who are at the age of considering homeownership, but don’t know how to tackle it and most likely feel lost.
Barclays was on a mission to help this target audience feel more comfortable with taking the step onto the mortgage ladder.
The Deliverables: Long form content series on YouTube, Social cutdowns for YouTube, Instagram and Facebook.
The Approach:
As people we usually feel scared or anxious about something, because we simply lack knowledge. Therefore, our solution was to demystify homeownership through Street Talk: a short documentary that captured the voices and experiences of the nation on their home buying journeys.
This positioned the brand as supportive and empathetic to those who feel overwhelmed about getting onto the mortgage ladder.
With Kerry Boyne ( an aspiring homeowner and Millennial ) as our presenter, the documentary was able to deliver a down-to-earth, relatable exploration of home buying, without the intimidating jargon.
Money Works: Street Talk
About the Brand: Barclays is a UK bank with consumer, corporate and private banking franchises, dedicated to making money work for everyone.
Graphic Design
Role: Motion Graphics, Social Cut-downs, Casting
Tools: Adobe AfterEffects, Adobe Illustrator
Industry: Personal Banking, Financial Services, D2C
Bringing Barclays to Millennials
VISUAL RESEARCH
As well as being on-brand for Barclays, the visual identity and design for Street Talk had to feel aligned with who we were aiming to connect with.
Media content that was popular with Millennials, such as Viceland, Refinery29 and BuzzFeed, were researched to gain a thorough understanding of their visual language culture; minimalistic, bold and catchy, with a slight playful edge, and natural picture footage.
The impact
3.1 million views on YouTube
as a collection of social cut-downs, trailers and hero film
13% increase in brand consideration among target audience
according to market research company, IPSOS