NS&I has always had a purpose of helping ordinary people with safe, secure and simple saving.
We refreshed the brand, created a new tone of voice, designed an intuitive website and brought ERNIE up-to-date to embrace digital channels; Making sure they maintain the personal touch their customers know and love.
Refreshing the brand
We repositioned the brand around three new personality traits – refreshing, intuitive and premium, and made sure the visual identity reflected them.