Butterfield Group
Project Name: B Works Powered by Yorkshire Bank
Client: Yorkshire Bank
Sector: Other (Financial)
Location: Manchester – Flagship (UK)
Role: Branding, sign design concept and build in conjunction with designers I-AM and the CYBG team direct. Service delivered inclusive of full sign manufacture and site installation.
The Brief: I-AM and CYBG established the concept ‘BWorks’ to focus on a new type of banking environment – a financial lifestyle space. The intention was to transform the physical relationship between the bank itself and its customers. The idea behind the notion was that banking should be inspired by the notion of ‘Learn. Work. Bank.’ It was a response to the latest needs of SME’s, business owners and private customers who have shifted to digital banking. B Works aimed at turning the traditional in-branch experience on its head and into an innovative and inspiring journey and as such its signage should reflect this.
Outcome: A new destination, 1000+ square meters spread across three floors, offering a first-time concept where learning, working and banking combine. Put another way, a shared ecosystem facilitating communal learning, working and banking where new ideas can be generated and shared. The hyper-flexible space features a bookable social media studio; private meeting rooms; hot desks and long-term desks; Wi-Fi and charging points; an open event zone for guest talks and panel sessions; digital skill workshop and training spaces; mindfulness classrooms; a showcase area for promotion of local business; and a coffee area for discussion and/or receipt of expert advice.
All signage (main identification signage, graphic imagery, internal bespoke signage components etc.) are a reflection of the bank as a financial lifestyle space.
Sign design and build included the recommendation of materials and manufacturing techniques to achieve the correct look and feel. The overall effect is a bank not as you know it, but a completely new banking environment!
Case Study Submitted By: Butterfield Group, Sarah Butterfield, Business Development & Marketing Manager (sarahbutterfield@butterfieldsigns.co.uk).
