Charlotte Beckett

 In line with their vision to revolutionise the way we pay, Barclaycard undertook a huge project to develop a new visual identity, moving significantly away from the logos used by Barclaycard during the last four decades, which had been designed to be seen on the traditional plastic card.

The project to develop the new identity began in Q3 of 2008, in conjunction with consultancy The Brand Union, and including extensive research with consumers in the UK, US, Germany, Spain, India and the UAE.  The Barclaycard Brand Team, as part of this process, put together a Creative Forum of key suppliers who met regularly to input feedback on all aspects of the project from initial concepts to the practicality of rolling out the new identity across different mediums (everything from advertising and communications collateral to credit cards and stationery) and to different audiences.  Thirty Three was asked to join the Forum to represent the interests of the HR and Resourcing community.

The new visual identity was launched in October 2008, and is being introduced gradually across Barclaycard’s products and businesses.  In line with this, the outputs of the first phase was to contribute to the brand guidelines from a recruitment perspective, and to re-design all existing materials, from job postings and web banners to print advertising and direct marketing. 

In April 2009 Thirty Three began the second phase of the project: developing the Employer Value Proposition.  This thorough quantitative and qualitative research is due for completion in September 2009.

Recruitment visual identity - phase one