Objective

In early 2018 Aldermore launched “Support More Entrepreneurs”, an initiative calling on the UK Government to do more for small businesses. The site had to engage SMEs and drive them to sign an online petition.

The design problem underneath it was a credibility problem. Aldermore needed to own the platform, it was their campaign, their investment, their reputation, but the content was predominantly contributed by SMEs. Brand it too heavily and the SME voices read as bank marketing; brand it too lightly and Aldermore owned nothing.

Creative response

On Aldermore that function provided the graphic design, the online assets and infographics, and guidance on the website development that carried the campaign.

Three separate pieces of work for the same client, not one campaign: report design, infographics, and website design.

• The ownership solution. Use Aldermore's brand colours and style throughout, but restrict logo use to where it was absolutely necessary. The platform reads as Aldermore's without stamping the bank's mark over other people's arguments, the single decision the whole campaign's credibility rested on.
• Online assets and infographics. The supporting visual layer for the site and its distribution.

Results

8 / 12, press releases across a twelve-month campaign

The work