Precedent sets the style for Sun on-line banking

London digital media and design group Precedent has been appointed to design Sun Bank’s on-line banking service, following a three-way pitch against Entranet and Grey Interactive.

The appointment coincides with the announcement of the acquisition by Precedent of Hertfordshire design group Arthur Luke Design.

The UK arm of Sun Life of Canada Group has existed for more than 100 years. As well as the design of the Sun Bank site, Precedent’s brief includes brand positioning, plus on- and off-line brand development.

“The on-line brand will be so significant that it will originate on-line and then be rolled out into the off-line world,” says Precedent managing director and founder Paul Hoskins. To position the brand, Precedent will undertake internal and external workshops to create a user experience with which its existing and future customer base will feel comfortable.

Precedent’s acquisition of four-man consultancy Arthur Luke Design follows collaboration between the groups for three years on Web projects for clients including Boots the Chemists, The Conran Shop and Shell. Founder Arthur Luke is a former creative director of Interbrand.

Of the acquisition, Hoskins says: “It means we can provide high level design for simpler projects. We need a slightly different structure to deliver this.” Precedent recently appointed Paul Mann of Citigate Lloyd Northover as its first fully-fledged creative director.

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