CorpComms Magazine

As the first credit card to launch in the UK, back in 1966, Barclaycard has historically positioned itself as a brand customers can trust and have confidence in. Today, it has ten million retail customers in the UK and is one of the country's most recognised brands.

But Barclaycard's business model is evolving. It is no longer a domestic operation, with almost nine million cards in issue outside the UK. Its acquisition of Juniper Financial Corporation four years ago means it is now the fastest growing credit card business in North America, and last year it started issuing cards in India, United Arab Emirates and South Africa.

It also no longer focuses solely on consumer credit cards. Barclaycard processes card payments for retailers and merchants, issues credit and charge cards to corporate customers and is one of Europe's largest acquirers and processors of plastic card transactions.

As the business moved on, it became clear that the brand identity needed to change. Last year Barclaycard conducted a major research project to discover external perceptions of the brand.

‘We learned that we needed to take it on from its current position,' explains Gary Twelvetree, director of brand advertising at Barclaycard. ‘The feedback was that it was an exceptionally strong brand - an iconic brand. But consumers felt that it was a bit old fashioned. It did not appear relevant to a younger audience and also needed to be fit for purpose for a B2B client base.'

The visual identity did not have to be linked to that of parent Barclays, as Barclaycard is entering some international markets ahead of the high street bank.

Interbrand was appointed last year to help position Barclaycard, while Brand Union was commissioned to develop its new identity. The views of staff were sought to help with the positioning. ‘Our colleagues have to deliver on our brand promise, even if they are sitting in call centres. They proved very insightful. It was exceptionally positive,' says Twelvetree.

The new marque features a globe motif. ‘Clearly we are not the first company to use a globe,' he adds. ‘Its purpose is two fold. It shows that we are international but also demonstrates that, while Barclaycard is quite calm on the exterior, when you get into the essence of Barclaycard it is a warm and vibrant place to be. This is an open world.'

Although the new identity will predominantly feature in cyan, a shade of blue, it also appears in yellow, magenta, green and orange. ‘When we are targeting different audiences, it fits creatively to appear in other colours,' explains Twelvetree. ‘The colour will fit the message that we are trying to get out there.'

The first credit cards to use the new identity have already been issued, and Barclaycard expects to roll out the rebranding over next year in a programme estimated to cost £1m.

A quirky new television advertisement to launch the rebranding, devised by Bartle Bogle Hegarty, has found itself on YouTube, where it has attracted more than 300,000 hits.

Described by Radio 1 DJ Chris Moyles as his favourite ever advert, it features an office worker who clocks out at work, strips down to his underwear and steps onto a waterslide, gliding through a subway, library and supermarket before arriving home. ‘The slide demonstrates the power of contactless technology,' says Twelvetree. ‘It is a complex world and people are very busy, but Barclaycard is about cutting through the clutter and speeding things up.'

Such is its appeal that the Waterslide Appreciation Society has been set up on Facebook, and currently has more than 20 pages of members. And in the ultimate accolade, optician Specsavers has launched a viral marketing campaign, where an office worker steps onto a slide and ends up in a rubbish skip. 

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