A major bank’s new direction, across its website and video

The brief

A major bank needed its rebrand and transformation expressed across its website and video. The work covered all website copy and video scripts: the words customers would read and hear as they encountered the new direction.

What I wrote

I rewrote the website copy and wrote the video scripts, carrying the brand direction through page headings, product explanations, calls to action and spoken language.

• Website copy. Rewrote the site’s language so the brand position is expressed through the customer experience, not confined to a headline.
• Message hierarchy. Gave each page a clear purpose, with the main message supported by the detail a customer needs.
• Video scripts. Carried the same direction into spoken language, with a clear sequence and a rhythm suited to video.
• Consistency across formats. Connected page-level copy and scripts through a shared voice and message.

The editorial decisions

A website reader needs to find an answer quickly; a video viewer needs an explanation that unfolds naturally. I shaped the language for each format while keeping the voice consistent. In financial copy, a broad brand promise also needs to remain distinct from a specific product claim.