scope: customer communications
client: AIB
sector: finance & investment
Research and strategy – Conduct on-site audits of selected branches across Ireland to understand the customer experience, alongside a review of competitor environments and customer literature, informing the literature system and wider brand rollout.
Literature system – Develop a suite of 15 customer brochures and supporting collateral for use across the retail branch network.
Guidelines – Create design guidelines to support consistent rollout across the full literature range.
Customer narratives – A series of customer profiles, scenarios and quotations are created as a central concept for the literature system. Each brochure is built around a different customer story, using bespoke photography and relatable situations to communicate product benefits in a clear and engaging way.
Literature system – A palette of six secondary colours is introduced, with a defined structure governing how three colours are applied within each brochure. Combined with a considered use of photography, white space and content hierarchy, the system provides distinction between products while maintaining consistency and pace across the range.
The result is a suite of 15 brochures that work together as a cohesive collection while giving each product its own character, narrative and visual emphasis.
Design framework – A grid-based layout framework, colour architecture and toolkit of supporting elements, including top tips, pull-out panels, statements and calls to action, provide structure across the literature suite.
These components establish a clear hierarchy, support navigation and create a flexible foundation that can be applied consistently across multiple brochure formats and product categories.
Guidelines – Brand guidelines and a dedicated brochure design guide document the principles, structure and supporting elements used throughout the literature suite.
The guide documents the grid structure, colour architecture, typography, photography, content hierarchy and supporting toolkit elements used throughout the literature suite.
Together, the guidelines support future implementation while helping maintain quality, clarity and recognition across the full range of customer brochures.
