The research and analysis of consumer behaviour brought one important fact that set the direction of the entire brand communication. One of the most important reasons why people want to secure the future is because they are simply worried. Brexit, rising inflation, war, and climate are playing a significant part in that.

As the institution manages our assets, sometimes life savings, and the financial future, it was more than important to create a trustful image. Deep blue color together with a serif font, were implemented to fulfil this task. Photos of calm people and carefully written copy give consumers hope for  better, worry less future.