Team GB x NatWest Rooster Money

The NatWest Rooster Money (NatWest Group) team hired me as a hands-on creative director to conceptualise and execute their new partnership with Team GB and extend it to their NatWest product, NatWest Rooster Money.

TIMELINE

March-July 2024
(5 months)

ROLE

Creative Director

WHAT I DID

Direction
Project Management
Design
Illustration
Animation

TOOLS

Figma
Illustrator
After Effects
Procreate
Photoshop

Challenge

NatWest became the sponsor of Team GB for Olympics 2024. As a result they create a big campaign. The challenge was expanding the campaign to NatWest Rooster Money universe.

NatWest Rooster Money is a subproduct of NatWest Group dedicated to children. The parent campaign needed to be adapted to a more targeted niche, parents and children. To do so I teamed up with the marketing team and product to bring together a concept that would still feel NatWest but more targeted to their product and customers.

Result

The key of the campaign was aligning with multiple stakeholders and teams to keep consistency across different channels and forms.

How we did it:

Flipping the NatWest campaign creating a bespoke tone that aligns with the NatWest. Rooster Money brand
Setting a creative direction and concept to be aligned with the team.
Executed multiple digital, web, product, and social assets.

Stickers illustrations

The stickers became a very important element in the campaign. We needed a graphic element that was as different as NatWest’s adult audience, with a Rooster young tone but at the same time on brand. We created a pack of graphics that would be used across the campaign and by the marketing team in multiple channels.

The illustration style followed the style of NatWest brand illustrations, using a textured stroke and simplified colour palette of a maximum of two colours per illustration, with additional neutral or no-colour, identified as white or our champion purple brand colour.

The lock-up

The lock-up was the iconographic sign for the campaign. It evokes playfulness and action, encapsulating the spirit of the campaign. We made sure that the colour contrast pass the accessibility contrast frameworks so we could safely use it and be legible by our users across different digital channels.