CLIENT
NS&I

SKILLS
UX
UI
PROTOTYPING
INTERVIEWS

We used a digital first approach to refresh NS&I’s brand language. The new visual language is designed to lead the user through the experience of understanding who NS&I are, what products they can purchase and once purchased how to manage their finances easily and effectively across a wide range of channels.

VISUAL TOOLKIT

I developed a dynamic visual language that could be bold when promoting new products, but simple and functional when customers were managing their accounts. This system adapts across all of their websites to give a distinctive but familiar feel.

TYPE CENTRIC BRAND

By creating a typography and flat colour lead approach to the brand refresh we could ensure consistency across every touchpoint. Unusually photography is used only in a supportive role as it’s a less ownable asset.

GUIDING USER BEHAVIOUR

Colour is used to signpost customers through their journey with NS&I, they’re first presented with a strong array of products,
as they delve into a specific product and purchase journey colour is reduce to allow the user to concentrate on more complicated interactions such as legal forms.