CLIENT : Royal Bank of Scotland
AGENCY : Futurebrand
PROJECT : Digital branding
ROLE : Art Direction / UI Design / Motion Design
Developing the UI language and application for RBoS digital brand identity. Working alongside the head of brand and creative director to create a coherent UI design pattern for all Royal Bank of Scotland’s digital platforms. Prototyping best practice for a variety of screens and digital outputs. Building up guidelines and templates and toolkits to be rolled out across all agencies involved with digital marketing. Creating documentation and templates for best practice animation styles and guides on how to use typography, colour, imagery, illustrations and video.
Typography - Header typography is set in the twill pattern to give a unique Scottish feel. Soft and friendly tone of voice to appeal to small business and the general public.
Colour - Using colour to express the brand in a friendly, engaging way and to differentiate between banking products. Inspired by the Scottish twill pattern to bring past and future together.
Imagery - Distinctive and memorable photography helps connect with customers. Macro style photography is a celebration of the close-up details and textures associated with a variety of businesses and industries.
Illustration - An elegant, modern and fresh silhouette style drawn from photographic references. Consisting of two or three objects which overlap using the twill pattern at the intersections.
Video - Using a combination of all the elements outlined above. Transitions use a twill pattern cross fade (illustrated below).
