Barclays

Challenge

Barclays Investment Bank plays a pivotal role in the global financial ecosystem, connecting capital providers with capital users, enabling risk management, and fostering growth. Through the expertise of its global team, Barclays facilitates the seamless flow of capital, helping economies expand, businesses evolve, and financial markets operate efficiently.

This value proposition comes to life through Barclay’s established brand platform, Powering Possible, demonstrating how the firm’s client relationships, global perspectives and integrated solutions can power new possibilities for clients across different markers, sectors and geographies.

And building on the momentum of this compelling strategic narrative, Barclays Investment Bank aimed to elevate the Powering Possible campaign creative across all channels to create standout in a crowded field – reinforcing its commitment to navigating change to find possibility.

Solution

Leveraging our deep understanding of the investment bank landscape – alongside comprehensive competitor analysis and detailed target audience persona development – we identified a distinct creative space for Barclays Investment Bank.

This approach was designed to break through the noise of a highly competitive sector. We developed an innovative two-beat brand messaging strategy. The first beat captures attention by addressing the real-world challenges and opportunities faced by Barclays’ target audiences. The second beat positions Barclays as the trusted partner delivering insight, expertise, and solutions – powering client ambitions.

This strategic messaging approach was thoughtfully designed to work across brand, product and thought leadership communications, delivering clarity and impact for a time-pressured audience.

Visually, we refined the Barclays Investment Bank Powering Possible campaign to align with the strategy – defining the typographic style, graphic assets, colour palette, and imagery. These elements were captured in comprehensive campaign and event guidelines to ensure consistency and cohesion.

Then to bring the new Powering Possible creative approach to life, we developed brand and thought leadership campaigns, a new manifesto film, and collaborated closely with Barclays’ marketing and digital teams to align the firm’s web presence with the refreshed look and feel.

Result

Barclays Investment Bank has successfully carved out a distinctive and creative approach in its highly competitive investment banking sector, positioning itself as a forward-thinking partner focused on delivering real-world solutions. Always Powering Possible for its clients globally.

We continue to collaborate closely with the client to steward the Powering Possible brand – developing and executing a wide range of strategic marketing initiatives.