British Business Bank

Brand development to support a new strategy

BBB brand header3 1920x1080

Helping small and medium enterprises find a way

British Business Bank exists to make finance markets work better for smaller businesses and to drive economic growth throughout the UK.

With the introduction of a new strategy, Red Stone was commissioned to develop the bank’s brand architecture, leading to an evolved master brand and sub brands for British Business Investments and British Patient Capital.

BBB Brand wall 1920x1230

What we delivered

– Brand architecture
– Brand development
– Stakeholder engagement and C-suite presentations
– Verbal identity and messaging
– Photography and art direction
– Illustration, infographics, icon set
– Brand guidelines
– Interactive PDFs

BBB Brand BBB old logo 1920x1230
BBB Brand BBB logo 1920x1230 3
BBB brand BBB brand architecture4 1920x1230

Finding a new approach

Since its inception in 2012, the British Business Bank brand has expanded to form a number of sub brands and product identities. We were brought on board to develop a new, streamlined brand architecture.

We began the brand audit by interviewing key people across the bank and running workshops, to really understand what the British Business Bank means to existing and future audiences. We used the insights gained to develop a group architecture, to underpin the new corporate identity.

Brand architecture principles

The brand architecture is based on a branded house model to build equity, make it simpler for customers to recognise and to understand connected offerings. Structuring the brand in this way is efficient – with one strategy, yet multiple shared approaches. The new architecture underpins the new brand strategy and customer proposition.

BBB brand BBB brand architecture5 1920x1230
BBB Brand subbrand logos 1920x1230

A simple, flexible visual identity

Having worked with the British Business Bank for a number of years, we knew the challenges the current brand presented. It was crucial to develop a coherent approach for each sub brand and product to be able to express their individual values and personality with the overall brand framework.

For maximum brand visibility, we created a flexible set of brand assets that, when used together, create recognition with the smallest number of elements.

BBB Brand BBB brand visual identity 1920x1080 2
BBB brand BBB brochure covers 4 1920x1230
BBB brand social posts2 1920x1230
BBB Brand illus photo 1 1920x1230
BBB Brand illus photo 2 1920x1230
BBB Brand BBB illustration 2 1920x1230
BBB Brand headline 2 1920x1230
BBB brand icons mobile3 1920x1230
BBB brand OOH2 1920x1230
BBB Brand merch 1920x1230
BBB Brand BBI logo 1920x1230

British Business Investments

British Business Investments is a commercial subsidiary of the British Business Bank, whose aim is to increase the overall supply and diversity of finance on offer to the UK's smaller businesses. A strong link to the master brand is maintained, but with a unique set of brand assets to mark a difference in remit, audiences and personality.

BBB Brand BBI brand visual identity 2 1920x1080
BBI Brand social posts 1920x1230 3
BBI Brand covers 1920x1230 2
BBI Brand Tote 1920x1230

A unifying force

The refreshed brand has proved to be a unifying force across the organisation, giving a strong sense of shared purpose to the bank’s people.

Transform shortlisted 2 818x525px

Transform Awards Europe 2021

British Business Bank brand shortlisted for:
– Best brand consolidation
– Best implementation of a brand development project
– Best visual identity: Financial services

DXD Awards Silver 2021 818x525px

DrivenXdesign Awards 2021

Winner, Silver Award: Corporate Identity & Branding
– Gov Design Awards

Selected: Corporate Identity & Branding
– London Design Awards

More like this