How Nationwide improved brand engagement, consistency, and governance with Frontify

How Nationwide improved brand engagement, consistency, and governance with Frontify

Nationwide is owned by its member, not shareholders. This fundamental difference from the banks mean they can put their customers' needs first. It's this freedom to do the best for customers that underpins their brand. The Nationwide team needed a way to streamline the management of their brand, to build and maintain that stand-out reputation. Together with Frontify, Nationwide has built a Brand Hub in which every element of this trusted brand can live, evolve, and grow.

Nationwide uses Frontify since 2019
Brand Guidelines
Digital Asset Management
Creative Collaboration

A connectivity challenge

Nationwide is one of the UK’s most trusted financial institutions. Unlike a bank, Nationwide is owned by its members, not shareholders. That’s anyone who banks, saves or has a mortgage with them. Which means they can always focus on what’s best for their members.

With such a strong reputation, it was important that Nationwide could present a joined-up, consistent brand identity across all its assets, no matter which department was working on them.

But its existing technology stack made that challenging. Before implementing Frontify, users could find brand guidelines and information on Nationwide’s intranet. But if they wanted approved imagery, logos, or brand assets, they had to switch to a completely different tool.

The Nationwide team needed a solution to bring everything together under one roof, so employees weren’t losing time switching tools or struggling to find important resources. A joined-up solution would help everyone create materials that reflected Nationwide’s look and feel, but it was difficult to achieve that with their existing, disconnected setup.

A seamless solution

In the summer of 2019, Nationwide started working with Frontify. Nationwide adopted Frontify as its “Brand Hub” – the place where all assets and brand guidelines are shared seamlessly with all employees and creative partners. This has enabled Nationwide to ensure more consistency and guidance around the brand.

The Brand Hub is a fantastic resource for us, our colleagues and our creative suppliers. It allows us to provide brand guidelines, assets, imagery, training and so much more all in one place.

Brand team

Nationwide Building Society

Now, its brand team can manage one easy-to-use central hub, giving everyone hassle-free access to full brand information and content.

The Brand Hub has also helped drive a cultural shift within Nationwide, as more employees engage and connect with the brand. The Brand Team provides regular training explaining the key brand principles on how Nationwide looks and sounds, and the importance of brand compliance.

The Frontify platform also helps Nationwide improve its brand governance. The Brand Team can easily set and manage user access and permissions, to ensure every user has direct access to exactly what they need, when they need it.

An empowering outcome

Frontify’s intuitive solution has allowed Nationwide’s Brand Team to build up a dynamic, centralized home for their brand. The Brand Hub is always up-to-date, built upon sustainable foundations that are designed to let the brand grow and evolve.

It allows us to provide Brand guidelines, assets, imagery, training and so much more all in one place. It’s easy for colleagues and suppliers to use and it’s easy for us to manage, making it an integral part of how we ensure Brand consistency.

Brand team

Nationwide Building Society

Since its launch, the Brand Hub has grown in both number of users and popularity, and continues to deliver value to the Nationwide team:

  • Nationwide’s Brand Hub has seen steady user growth since 2019. As of January 2024, the platform had over 2,200 MAUs and more than 11,000 registered users — a 120% increase in the last 12 months.
  • Team engagement with the Brand Hub has also grown, with page visits and asset interaction increasing over time
  • The Brand Hub offers clearer guidance, more engagement and stronger consistency for the Nationwide brand
  • Analytics data helps the Brand team understand how people use the Brand Hub, so they can continue to develop and optimize it to strengthen brand engagement.

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