Barclays

Challenge

In 2026 a new brand promise and updated visual identity was launched by Barclays group to ensure consistency across its multiple business units globally. 

For Barclays Investment Bank, this meant evolving the established ‘Powering Possible’ platform to align with the new ‘Backing Your Future’ positioning while introducing significant changes to its visual language. At the heart of the new identity was the distinctive Flightpath graphic, which required careful consideration to work effectively across all Investment Bank assets. 

Alongside this came a refreshed colour palette, new gradients, updated messaging, and other detailed brand elements that needed to be interpreted for an Investment Bank audience.

Barclays Investment Bank also needed the new identity ready to debut at a major conference in less than two months.

Solution

Building on our existing relationship with Barclays Investment Bank, we worked with the marketing team to refine its messaging framework. By retaining the core themes of ‘Powering Possible’ and building on the new ‘Backing Your Future’ positioning, we strengthened the language around how the Investment Bank works alongside clients to help them achieve their goals.

From this new foundation, we created an events messaging matrix and advertising headlines that could flex across different audiences and communications.

We also adapted the Barclays Investment Bank visual identity, using the new overarching brand principles as a foundation. This included defining how and when the Flightpath should be used across different touchpoints, evolving elements of the colour palette for an Investment Bank audience, and establishing how gradients and imagery could work together to highlight the Barclays people in advertising.

Finally, we evolved the ‘Powering Possible’ manifesto video, including the new messaging and creative elements to align it with the new ‘Backing Your Future’ platform.

Result

The result is a cohesive messaging and visual identity system that brings the wider Barclays brand evolution to life in a way that feels relevant to the Investment Bank.

The new approach gave the team both the creative assets needed for launch and clear guidance for applying the identity consistently. Today, the ‘Backing Your Future’ messaging and visual language is used throughout Barclays Investment Bank, creating greater consistency with the overarching brand while retaining a distinctive expression.