How does a specialist UK bank stand out in a world of generalists?
HTB Bank
A rebrand with a focus on being the UK’s specialist bank.
How does a specialist UK bank stand out in a world of generalists?
Hampshire Trust Bank (HTB) serves a small number of carefully chosen markets. This intense focus enables HTB to exceed their customers expectations, underpinning their bold vision of being the go-to bank in their chosen markets. They call this excellence through specialism.
Our brief was to rebrand the bank to create an authentic and ownable proposition around specialising. The project scope included brand strategy, identity, design, and brand activation across digital including the design and build of their website.
To be known as ‘the specialist bank’ everything about the brand needed to focus on this core proposition. Our organising brand idea celebrated ‘absolute focus’ and became the springboard for our verbal and visual brand language. The ‘point of focus’ is a graphic device that sits at the heart of the visual identity and helps to frame the moment of importance in all communications. The tone of voice and photographic style is simple, human and positive to represent the straight forward nature of the bank and its style of service.
The design language is clean and to-the-point, simplifying layouts and imagery to create a modern and digital first look and feel. The HTB website is built with a headless CMS and GatsbyJS.
