Project Introduction
Barclays invited strategic marketing company, New
Solutions, to assist them in establishing a new brand
vision. Over a period of 20 months, the two companies
reviewed and defined how they wanted Barclays customers
to perceive their brand.
Digital Marmalade were asked to develop an interactive
CD-ROM, titled “The Barclays Brand Story”,
to explain to their staff the vision, the background
to its creation and what they were doing to deliver
the change.
Project Build
Digital Marmalade worked hand-in-hand with New Solutions
to develop the ‘brand story’. It chronicles
the project from start to end. Every staff member
with Barclays, at all levels, was given a copy to
keep.
Our task was to make the huge amount of information
easily digestible to everyone. The project was broken
down into five chapters: ‘Why Bother?’,
‘Business Situation’, ‘The Brand
Vision’, ‘Making it Happen’ and
‘Milestones’. Then using a combination
of audio, graphics, video and interactivity the content
was brought alive, helping the user to ‘Live
the Brand’.
We worked with Barclays’ brand team to ensure
that the look and feel fitted with the imminent launch
of their new brand guidelines. To many it was the
first time they’d seen the new look Barclays.
We like to think the CD-ROM played a part in the
continued success of the company and would like to
thank New Solutions for getting us involved.
