Bank of Scotland plots True North

Bank of Scotland’s small business division rolls out a corporate brochure designed by True North this month, the first work to come from the Manchester group’s recent roster appointment.

The 12-month contract is believed to be worth a six-figure fee to the consultancy. The brief will encompass exhibition design, plus the creation of direct marketing material, corporate literature and e-marketing initiatives.

According to True North creative director Ady Bibby, the business banking sector suffers from generic approaches to its marketing and the group has been tasked with ‘communicating the bank’s offer in a more unconventional and challenging way’.

‘We’ve looked at everything, from tone of voice to photography and formats to try to find new, more humanistic and entrepreneurial ways to communicate the offer,’ he explains.

True North was appointed without a pitch, on the basis of previous work for the bank.

Meanwhile, True North has created approved first concepts for a revamp of the Earth Centre’s NatureWorks attraction in Doncaster. The project, pending funding, involves restructuring the centre’s indoor exhibition space and the creation of an ‘interactive, outdoor exploratory zone’.

A 700m outdoor trail is also planned and will include a tree house and a glass-fronted, semi-submerged viewing area at the edge of the Earth Centre’s existing lake.

The consultancy is also hoping to incorporate pieces of art along the trail to reflect ‘the place of people within the natural world’, according to True North director Martin Carr.

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