Metro Bank has launched its new brand positioning ahead of the Bank’s 15th anniversary later this year. Metro Bank was the first UK bank in over 100 years when it opened its doors in 2010.
A refresh was undertaken to support brand evolution and growth strategy and to highlight Metro Bank’s areas of expertise and differentiation.
This is Relationship Banking shines a spotlight on Metro Bank’s human approach and recognised excellence in customer service*, offering customers and communities accessible, relationship-driven banking.
The focus on relationship banking will also seek to attract new customers across the Bank’s key growth areas including small and medium sized businesses (SMEs), corporates, commercial and specialist mortgages.
Developed in partnership with M&C Saatchi, key principles underpin the campaign: People, Relationships and Service.
Metro Bank undertook detailed customer and colleague research and the new brand identity captures the bank’s people-centric approach. The campaign includes striking photography assets featuring real customers and Metro Bank colleagues, alongside a new colour palette and typography. Metro Bank’s distinctive logo will remain the same.
Danielle Lee, Brand & Marketing Director at Metro Bank commented: “Excellent customer service built by human connections has always been at the heart of our ethos. We’re passionate about offering customers a personable experience, driven by people who truly care. Our new brand identity captures this and ensures we are relevant in the future to grow and evolve, reaching new customers and businesses through our relationship banking specialists.”
From today, customers will see the campaign throughout Metro Bank’s website and social media channels, as well as in its 75 stores across the country.
Darren Bowles, Partner & Executive Creative Director, M&C Saatchi Consulting said: “We’re hugely proud to have partnered with Metro Bank to shape their new strategic positioning as the relationship banking specialists and refresh their brand identity. We uncovered a huge opportunity to amplify what makes Metro Bank unique, shaping a brand strategy and creating a new identity that puts people at the heart of their brand, highlighting the strong relationship that Metro Bank have with their customers. The refreshed identity is designed to work across their digital channels, stores, and print whilst bringing a modern, fresh and welcoming feel.”