BANKING / BRAND TRANSFORMATION

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

A full website rewrite and video scripts for a major bank’s rebrand.

An anonymised banking engagement. Scope included rewriting all website copy and writing video scripts for a rebrand and transformation. The bank and project details are withheld.

**Audience:** Customers navigating a changing financial brand

**Scope:** Website-wide copy and video scripts

**My role:** Brand messaging, copy development and scripting

01 / BRIEF

## 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.

02 / WORK

## 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.

03 / JUDGEMENT

## 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.

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## Does your website need a new voice?

I can help with the website copy, video scripts and editing that bring the direction to life.

[Discuss your website](https://kyzakis.com/index.html#contact)