NCA
About NCA
The work made for NCA runs to 1 verified project since 2023. Most of it comes from 1 team, including New Commercial Arts. The people who work most often on NCA projects include Scott Henriksen, Hannah Stone and Colin Oaten.
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Nationwide. A Good Way to Bank
Nationwide has unveiled a new modernised rebrand and accompanying advertising campaign as part of a drive to demonstrate the value of mutuality – being member-owned, as opposed to being owned by shareholders. The rebrand, created by communications and customer experience agency, New Commercial Arts, is Nationwide’s most significant brand refresh since 1987. In addition to the updated visual identity, the new branding sees Nationwide promise to be ‘A Good Way to Bank’ for its customers. With improved accessibility standards, the new look and feel exemplifies Nationwide’s focus on providing fairer and better service for its customers. Each one of the society’s 605 branches will be modernised to reaffirm its ongoing commitment to offer face-to-face service and financial support for its members, with research from Nationwide revealing 63 per cent of people value their local branch, with face-to-face service given as the top answer as to why. The identity has rolled out in branches across the country, on internet banking and the mobile app and on debit and credit cards. According to the brand, the new logo modernises and simplifies the Nationwide icon, while the custom typography draws on the heritage of the building society, recalling a typeface used in Nationwide’s advertising during the 1980s ('Editorial New'). The logo and typeface are accompanied by an overhauled colour palette that remains recognisably Nationwide in its use of hero red and blue. It is the latest move by Nationwide that challenges the shareholder-owned banks by demonstrating its difference. In June, Nationwide extended its Branch Promise, meaning it won’t leave any town or city in which it is based until at least 2026. And in May, the Society announced it was returning £340 million of profit to 3.4 million eligible members through its inaugural ‘Fairer Share’ payment, with each receiving £100. As part of the rebrand, Nationwide has also launched a new integrated advertising campaign, featuring British actor Dominic West. The first campaign under the new brand platform focuses on Nationwide’s commitment to keeping branches open and features West as a fictional rival banking boss – who is determined to introduce cutbacks and branch closures. The advert sees Dominic West’s more astute assistant, played by comedian Sunil Patel, question his proposed closure of branches – highlighting the need for customers to seek financial advice in person, and Nationwide’s commitment to staying put on the high street. Alongside the TV campaign, new creative in print has been launched as well as and out-of-home (OOH) ads including taxi wraps and buses following later. From 13 October the campaign will launch in audio channels including podcast host reads across 'The Rest is Politics' and 'The Rest is Money', as well as wider media channel support in cinema, VOD, YouTube, and digital display.
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