RBS Group

Client
The Royal Bank of Scotland Group is the world’s fifth largest financial services organisation and the second largest bank in the UK. It serves 20 million customers through a diverse brand portfolio that includes The Royal Bank of Scotland, NatWest, Direct Line, Churchill, Lombard together with RBS Greenwich Capital and Citizens in North America.

Business focus
We are proud to have been RBS group’s brand custodians for the last seven years, supporting the company’s impressive growth on a wide range of brand, communications and design projects.

Our solutions for key group-level projects have included:

• advising on global brand strategy, creating the new RBS global brand mark
• defining a strategy for associating acquisitions and new brands with the Group brand
• advising on brand management policy, creating guidelines, brand books and other brand management tools
• creating a ‘look and feel’ for internal communications including the design of ‘Your Magazine’ sent to 140,000 employees
• identifying the brand positioning for RBS’s Corporate Banking and Financial Markets business - a £3 billion turnover business and number one in UK corporate and commercial banking
• creating a new ‘look and feel’ for Corporate Banking that brings a logical structure to the range of communications and flexibility in imagery and tone to engage the division’s diverse audiences, from Fortune 500 companies to SMEs
• creating the positioning and identity for the RBS Business School, the group’s own international academy for developing managers and sharing best practice
• advising the Retail Direct business on its ideal audience segmentation
• maximising Retail Direct's portfolio, mapping its brands, including Lombard, Churchill, Direct Line, The One Account and Tesco.

Results for RBS

• The RBS group is recognised as one of the UK’s most successful organisations. As the Group's brand consultants we are pleased to have played our part in that success.