Barclays International Banking
With 325 years of global expertise, Barclays has accrued insight in every corner of the world. But, as the bank opened its international branch, it needed help turning this global reach into perspectives capable of pointing some extremely diverse audiences in the right direction.
I led the creative and strategic development of the brand platform, before establishing the launch campaign from a verbal perspective. Ensuring that, across both messaging and tone, that as far as Barclays International Banking clients go — be it moving abroad, expanding across borders, or finally settling down — they know they have access to the right support, wherever they end up.
Agency / EveryFriday
Year / 2019
Team / @joebaglow
Outward Thinkers have the confidence, the knowledge, and the drive to live and work globally, but they don’t want the hassle that can come with operating internationally.
They need someone to remove the obstacles and point them in the right direction. A bank that encourages and complements their outward perspective.
Barclays uses its international network to offer just this — pushing clients towards fresh opportunities with constant consideration for their situation. Providing familiar support in unfamiliar territory.
Barclays International Banking insight
With 325 years’ experience supporting our clients in every corner of the world, Barclays International Bank has the proven expertise to manage your banking and investments globally.
With a base of insightful knowledge and a cultured understanding of our client’s needs, we’re able to offer familiar support in unfamiliar territory. From Britain to over 60 countries worldwide, we provide services that give you more flexibility on the move, further growth when you’re expanding your business, and added peace of mind when you find somewhere to settle down.
So that wherever life takes you, you can always be confident we’re here, when you’re there.
Barclays International Banking introduction
Make the most of the world
Find complete peace of mind with a managed investment. Created in partnership with a relationship manager, we'll look to help you grow and protect your wealth, plugging into local market opportunities to maximise your potential. Always assured that everything is taken care of — so you can focus on the things that truly matter.
Investment brochure spread, targetting Safe Haven Seekers
Life without limits
Having established the brand platform, Barclays needed a launch campaign that could boost awareness and increase acquisition. An idea capable of reassuring its three diverse audiences that the International Bank was the financial partner they needed, wherever they ended up.
Building on the brand's foundation of support, the campaign focuses on wisdom that will help people enjoy the benefits of an international life rather than the practicality of achieving it. Because with Barclays looking after their finances, it leaves clients to enjoy what they travel for, the second they step off the plane.
Launch campaign narrative
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