‘B’ app puts the user at the centre with clever personalised tools –

Global brand consultancy, The Partners, has worked with the Clydesdale and Yorkshire Banks on the brand and visual identity for a new intuitive digital banking app – ‘B.

Targeting the Millennial mindset, every single feature of the service is created to be intuitive, useful, personalised and easy to use. Packed with clever tools like  automatic tagging that splits spend into useful categories like bills, eating out and travel, and features including budget planning, savings pots, smart-search and spend tracking, B gives the user power to control their money – rather than their money controlling them.

The launch campaign for the new digital banking service, created by creative agency Karmarama, includes TV, direct response, content, online, digital, CRM & DM, PR, staff engagement and social. The 60second TV execution directed by Chris Palmer, launches this week across national TV.

The name ‘B’ plays on the concept of freedom – to ‘be’ – as well as the more obvious ‘bank’ – capturing the essence of the service as a tool for being in control of your money, being pioneering, being creative, being inspirational. The design represents the customers rather than the corporate bank, making it about more than just banking – it’s an app that will integrate with your life.

Dave Roberts, Executive Brand Director at The Partners said: “We are delighted to have partnered with the Clydesdale and Yorkshire Bank to create the brand for this new personalised way of banking. In a world where confidence in banks is decreasing it is crucial to put the customer in the front seat and give them the tools necessary to feel they are in control of their own finances – and that’s exactly what B does.”

Helen Page, Propositions & Marketing Director, at Clydesdale and Yorkshire Bank added: “We wanted our new banking service to be built around people so our customers can enjoy their money and feel like they are in charge of their own lives. The Partners did an excellent job in helping us create an approachable brand identity that puts the user at the heart of the service.”

James Denton-Clark, Managing Director at Karmarama added:  “Being part of the launch of a new banking brand has been incredibly exciting. We share a vision with our Clients at Clydesdale and Yorkshire Bank to solve real problems using cutting edge creativity and technology as well as good old fashioned gusto”.

In addition to developing the name and brand identity for the ‘B’ app, The Partners worked on the visual design of the interface of the app with Deloitte Digital and the launch of the app with Kamarama.