Shifting savings culture to reflect everyday people

Old-school savings culture is becoming less relevant to everyday savers, with fewer people aiming for traditional financial goals like mortgages, cars and university.  

To give NS&I renewed relevance in a sea of stuffy banks, we developed an emotive, future-facing creative platform. Each scenario centred around financial wellbeing and the sense of possibility - both big and small - that savings provide.


FCB Inferno

Brand messaging and tone of voice
Creative concept and strategy
Casting and talent direction
Holistic design palette


As creative lead, I oversaw the casting, pre-and post-production of our stills shoot.

Our cast of characters were carefully selected to reflect a diverse portrait of everyday savers, as well as their varied stories and financial ambitions.

These ranged from running their own business, learning new skills, or securing their family’s future to simply taking a trip somewhere new.

We took a bespoke, holistic design approach to make sure the new brand identity would work with our suite of images and shine in even the hardest-working formats.


© Jayshree Viswanathan, 2024. All rights reserved.