MAD Brand Creation Document

A focused refresh clarified Barclay’s values and visual system, aligning communications across divisions — including WorkPal — with clean, consistent brand tools. CASE STUDY 2 BARCLAY COMMUNICATIONS (BRAND CREATION)

Barclay Communications asked us to sharpen and modernise their established brand without losing its equity. We defined a focused refresh that clarified core values — Professionalism, Trust, Customer‑Orientated and Forward‑Thinking — and expressed them through a simplified visual language, updated colour/typography rules and practical guidelines for day‑to‑day use. The refresh extended into real‑world assets that matter to sales teams: updated stationery (e.g., business cards), presentation templates and

customer‑facing collateral — all built to be faster for teams to use and harder for the brand to get wrong. We also ensured sister brand WorkPal sits cleanly within the system so multi‑brand stories land consistently in pitches and account communications. The result is a tighter, more legible identity that feels current across digital and print while still distinctly “Barclay.” It gives internal teams pragmatic tools and a clear playbook so the brand shows up the same way everywhere it matters.

DISCOVERY

THE BRIEF

PERSONA

CREATIVE

ASSET OUTPUT

GUIDELINES

APPLICATION

ROLL OUT