NatWest
T&P | 2021-2026
New Scala concepts
Creative direction / Concepts
I developed new creative concepts for NatWest’s in-branch Scala screens, exploring how the content could better engage customers during longer dwell times while remaining aligned with existing branch standards.
The refreshed direction introduced greater use of NatWest’s pastel palette, full-bleed imagery, screen-optimised typography and moving away from social-style layouts. I also explored more playful, community-focused content to make better use of customers’ time in branch.
The concepts received strong client feedback and helped highlight opportunities to make the existing Scala experience more engaging and effective.
Travel social refresh
Social / DCO
Following performance analysis through Betatyping, I was tasked with refreshing four high-performing travel assets and adapting them into DCO templates.
Working within DCO guidelines, I evolved the creative to feel more native to social platforms while responding to emerging travel behaviours and 2025 social trends, including distinctive destinations, partner travel and less conventional locations.
The final routes were rolled out as DCO templates for future campaigns, helping modernise the creative approach and demonstrate the value of testing more trend-led, platform-native work. The client response was extremely positive.
Animated Heros
CRM / Motion
A selection of animated email heroes created across NatWest Credit Cards and Lombard campaigns, using motion to bring greater impact and engagement to CRM creative.
For Lombard, I worked closely with copywriters and stakeholders to simplify content, improve responsive layouts and develop motion-led creative that supported the wider campaign. Early results included increased fleet sizes, significant large-vehicle sales and 12 new companies contacting Lombard following email deployment.
Pride
Creative concepts / Social / Illustration / Motion
For Pride 2023, NatWest wanted to create a bolder, more expressive and celebratory campaign. My initial concept was combined with another designer’s to create the final master visual, which was rolled out across social and print, including T-shirts, flags, wristbands and event materials.
I then developed a flexible illustrated skyline system to promote Pride festivals across nine UK cities. I created the visual approach from scratch, illustrating each skyline individually before adapting and animating the designs for Instagram posts and stories.
This allowed the campaign to feel locally relevant while maintaining a consistent NatWest Pride identity across every city.
INITIAL IDEAS
FINAL SKYLINES
History of
Financial Inclusion
Concept development / Art direction
NatWest commissioned a short animation telling the story of its ongoing commitment to financial inclusion. Working to a tight two-day turnaround, I developed the creative concept and storyboard, drawing inspiration from traditional film projectors and archival photography.
I worked closely with the motion team from the outset, shaping the concept around what could be delivered effectively within the timeframe. I then provided art direction and feedback on the animation, pacing, imagery and music through to the final piece.
The storyboard was delivered on schedule, provided a clear foundation for production and received very positive client feedback.
Venture banking
Creative direction / Editorial
To support the launch of NatWest Venture Banking, I developed a suite of collateral including a new pitch book, social assets and redesigned factsheets, with the aim of creating a more premium and competitive visual presence.
I explored several creative directions, using NatWest’s Business and Commercial branding as a foundation while introducing a cleaner, more contemporary aesthetic. I also worked closely with stakeholders to simplify content, improve hierarchy and balance brand requirements with the ambition for a more minimal look.
I presented the concepts to the client and worked collaboratively through feedback rounds, helping build stakeholder alignment and establish a clearer, more premium visual direction across the final assets.
FACTSHEETS
Team GB
Web / Print
As part of NatWest Group's partnership with Team GB for the Paris 2024 Olympic Games, I created campaign assets across multiple customer touchpoints, including web banners, email heroes and in-branch posters.
Working within the campaign identity, I adapted the creative across digital and physical formats while maintaining a consistent visual experience.
EMAIL HEROS AND WEB BANNERS
BRANCH POSTERS