Charlotte Beckett

Barclays Commercial launched their new  corporate branding in December 2007, with the focus being “Forward Thinking”. Their brand research showed that fforward thinking underpins everything they do and it is what makes them unique.  This is translated it to customers as delivering an equally unique commercial advantage. It’s an advantage that’s essential to their business success. Through research they identified the insights that matter most to their clients. It is those insights that build the products and services through which they deliver forward thinking in real, day-to-day business ways. These are the attributes they use to bring forward thinking to business and these needed to be reflected the communications produced.

In terms of style, Barclays Commercial moved to an illustrative route, with images expressing innovation, efficiency, growth and transformation.  Thirty Three was asked to reflect this new corporate branding in a suite of illustrations with a clear recruitment message. Having selected a specialist illustration agency, we worked with them to produce a suite of illustrations: 

• Thinking Business – a stylised graph
• Thinking (Global) Careers – a stylized world/globe
• Thinking Deeper – stylized roots 
• Thinking Forward – stylized sun and green shoot
• Thinking Training – stylized target and arrows 
• Thinking Benefits -  stylized present (individuals can create their own tailored package of benefits)

Both the Resourcing and Branding teams at Barclays Commercial were closely involved with this project. The end result was a suite of unique images that work well in print and digital formats, this latter in both animated and static versions.

Collateral produced includes: 

Online:

Careers website – www.barclays-jobs.com/commercial

eBrochures & video – www.barclays-jobs.com/commercial/leadership
and www.barclays-jobs.com/commercial/relationship

Print:

Recruitment brochure

Call centre recruitment leaflet

Range of ads

Internal comms:

Employee referral programme promotion (desk drops, posters etc)

Welcome cards for new joiners