Context
Barclays is one of the largest financial services companies in the world. The Barclays Internal Audit (BIA) Academy is a prestigious week-long residential training and induction course for new or recently promoted Barclays auditors globally. BIA asked cScape to formulate a set of brand values and a visual identity ahead of the academy launch.
Challenge
The challenge was two-fold. cScape was tasked with formulating a set of brand values and to develop a visual identity that embraces them. This involved creating a logo, designing stationary and other collateral and using imagery that reflected the desired image of the BIA Academy to enable it to stand out as a brand. The aim was for the Academy to give added credibility to BIA itself, making it an attractive place of work and entrenching its reputation of excellence in the business and banking sphere.
Solution
Before producing design concepts, cScape conducted workshops with key stake holders at Barclays and its external training agency, gauging their opinions on how the BIA Academy should be perceived. cScape translated their comments into three distinct branding concepts. After additional stakeholders' feedback, cScape moderated the initial iteration, producing a final logo, imagery and values – "respect, excellence and unity". This is outlined in a brand guide lines document which any future agency that BIA teams up with can refer to, ensuring the branding process is sustainable.
Outcome
BIA Academy now has a solid identity for the future. This has helped boost a sense of pride amongst employees, inspiring confidence in the value and prestige of belonging to BIA and of having completed BIA Academy training. This aspect is particularly important for new starters who get an immediate sense of belonging to a vibrant culture of excellence.