Role: Brand & Communication Designer· Client: Singular Bank (in-house) · Year: 2024· Type: Client work

The context

Singular Bank operates two brands for two audiences that share a group but not a language: Singular Bank, for established high-net-worth clients who value discretion and track record, and Self Bank, its digital-first offer for younger investors motivated by growth and access. One tone couldn't carry both. Speaking to everyone would have meant convincing neither.

What I did

I directed the creative concept and visual strategy for a corporate video series that had to work as two distinct brand expressions without breaking apart as a group.

The Singular Bank film was built for its audience: slower, more restrained, weighted towards trust and track record. The Self Bank film moved faster and lighter, closer to how a younger audience meets a bank, through a screen rather than an office.

What held them together was the group's brand architecture and colour system, carried through both films so that each spoke to its own audience while still reading as part of the same house.

Deciding where that line fell, what belongs to the group and what belongs to each brand, was the core design decision of the project.

Results

Performance data sits with the client and isn't mine to publish.