We designed the brand voice of this ethical bank.
Since it was founded in 1872, the Co-operative Bank has been guided by a clear purpose. But the way it used words had to move with the times.
We designed a new tone based on people helping people. Stripping out cold and fussy ‘bank-speak’ — and bringing in a more human touch.
Next, we trained their Digital teams. And designed a Train-the-Trainer workshop, helping Co-op Bank manage their language in-house as departments expanded.
Before:
“I hope this information will be of assistance in resolving your query and thank you for using the secure messaging service.”
The old tone was stuffy and formal.
After:
“I hope that helps. Just let me know if you’d like anything else.”
The new style is a breath of fresh air.