NS&I becomes a more valued companion

NS&I has always had a purpose of helping ordinary people with safe, secure and simple saving.

We refreshed the brand, created a new tone of voice, designed an intuitive website and brought ERNIE up-to-date to embrace digital channels; Making sure they maintain the personal touch their customers know and love.

The new website successfully handled close to 11 million visits in the first three months of 2015.

Refreshing the brand

We repositioned the brand around three new personality traits – refreshing, intuitive and premium, and made sure the visual identity reflected them.

Starting conversations

To help NS&I connect with their customers on a more personal level, we developed a more informal conversational tone of voice called ‘front desk’.

An intuitive website

We started from scratch designing and developing a mobile-first responsive site that is both a refreshing read and easier to use for NS&I’s digital novices.

Redefining ERNIE

Because ERNIE was always seen through a haze of nostalgia, we wanted to bring him bang up-to-date with a stunning movie explaining the ingenious science behind the prize draw.
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A proud heritage

NS&I goes back over 150 years and their sense of history runs deep. They are proud of where they’ve come from. And it influences the direction they are heading.
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