Pitch-to-launch campaign work for a challenger financial services brand
The challenge
The Bank of London required a distinctive, confident creative approach to support its positioning as a challenger within a highly regulated financial services market. The initial brief focused on new-business pitch work, with the requirement to clearly communicate credibility, trust, and differentiation.
The environment
The work took place in a fast-paced pitch context involving senior internal stakeholders, followed by live campaign delivery once the pitch was won. The creative needed to balance visual impact with the clarity and restraint expected within financial services.
My role
Design Director / Creative Lead
Played a senior role in pitch concept development and visual direction
Helped shape the creative approach and overall look and feel
Continued as hands-on lead through campaign rollout
Provided art direction, including image curation and visual tone
Ensured consistency and quality across all delivered assets
Played a senior role in pitch concept development and visual direction
Helped shape the creative approach and overall look and feel
Continued as hands-on lead through campaign rollout
Provided art direction, including image curation and visual tone
Ensured consistency and quality across all delivered assets
This role combined new-business thinking with practical delivery responsibility.
The Work
The work focused on developing a confident, visually distinctive campaign that aligned with the Bank of London’s challenger positioning while remaining appropriate for a financial services audience.
Key aspects included:
Creative concept development during the pitch phase
Art direction and visual language definition
Hands-on rollout of campaign assets across marketing channels
Careful image selection and curation to support tone and credibility
Art direction and visual language definition
Hands-on rollout of campaign assets across marketing channels
Careful image selection and curation to support tone and credibility
OUTCOME
The pitch was successfully won
Campaign assets were delivered and rolled out following pitch approval
The work supported the Bank of London’s marketing activity and brand positioning
Campaign assets were delivered and rolled out following pitch approval
The work supported the Bank of London’s marketing activity and brand positioning
This project demonstrates the ability to carry creative momentum from pitch through to live delivery.
