NS&I
Backed by the Government and founded when people still did stuff by oil lamp, NS&I is a trusted institution – but its rates aren’t competitive and its customers are ageing.
To win over a new, saving-avoidant audience, we created a fresh brand platform that made reaching goals feel less mountain, more molehill.
Whilst another concept (see further below) got the final vote, this copy-led concept was our fave. Grounded in ‘Made it!’ saving moments, it felt like a refreshingly human way to market a financial product.
Saving gets you there
And here’s the winner. ‘Saving gets you there’ breathed new life into NS&I’s visual identity, repurposing the brand’s journey line to tell emotive saving stories across OOH, digital, social and print.
The tone was inspiring yet grounded in everyday aspiration, quashing the savings scaries with human warmth.
