The Challenge
As a top five UK bank, NatWest required a high level of creative consistency and strategic thinking across its brand. As a key retainer client, they trusted us to lead campaign development throughout the year. The challenge was to deliver standout creative across four quarters, working within a well-established brand system while finding new ways to keep it relevant, engaging and creatively fresh.

The Solution
I provided ongoing creative direction across seasonal campaigns, continually evolving the brand by using existing assets in inventive ways. From campaign design systems to refined art direction, I helped push the brand forward while staying true to its core identity. Each brief became an opportunity to elevate the messaging through visual storytelling, tailored layouts and flexible frameworks. The result was a year’s worth of bold, recognisable and strategically aligned creative that reinforced NatWest’s position while keeping their communications sharp and contemporary.