![](https://hazelbrands.imgix.net/https%3A%2F%2Fwww.hazelbrands.com%2Fassets%2Fsite%2Fabbey_HB_01.jpg?fit=max&ixlib=php-1.1.0&q=80&w=3320&s=bb3e5b9f9732a77364583848c3f775a9 3320w, https://hazelbrands.imgix.net/https%3A%2F%2Fwww.hazelbrands.com%2Fassets%2Fsite%2Fabbey_HB_01.jpg?fit=max&ixlib=php-1.1.0&q=80&w=2760&s=1d49d4242aa521f829e70e87999f9c42 2760w, https://hazelbrands.imgix.net/https%3A%2F%2Fwww.hazelbrands.com%2Fassets%2Fsite%2Fabbey_HB_01.jpg?fit=max&ixlib=php-1.1.0&q=80&w=1540&s=ba102cc0aff0d9c46be1296f7f042722 1540w, https://hazelbrands.imgix.net/https%3A%2F%2Fwww.hazelbrands.com%2Fassets%2Fsite%2Fabbey_HB_01.jpg?fit=max&ixlib=php-1.1.0&q=80&w=1380&s=b91c776df568f10feeef66781517b22c 1380w, https://hazelbrands.imgix.net/https%3A%2F%2Fwww.hazelbrands.com%2Fassets%2Fsite%2Fabbey_HB_01.jpg?fit=max&ixlib=php-1.1.0&q=80&w=690&s=2bd54c5be56480cc23058c2abc20325b 690w, https://hazelbrands.imgix.net/https%3A%2F%2Fwww.hazelbrands.com%2Fassets%2Fsite%2Fabbey_HB_01.jpg?fit=max&ixlib=php-1.1.0&q=80&w=345&s=be527df53a6dcaa6e7bb1f94ea189882 345w)
Democratising
Money
Abbey National wanted to redress the balance and empower customers to have more control of their money.
![](https://hazelbrands.imgix.net/https%3A%2F%2Fwww.hazelbrands.com%2Fassets%2Fsite%2Fabbey_HB_02.jpg?fit=max&ixlib=php-1.1.0&q=80&w=3320&s=7f91b7041bf41fcfca6c37a1470c637f 3320w, https://hazelbrands.imgix.net/https%3A%2F%2Fwww.hazelbrands.com%2Fassets%2Fsite%2Fabbey_HB_02.jpg?fit=max&ixlib=php-1.1.0&q=80&w=2760&s=701a83ba2da247554bc75cb135a680f8 2760w, https://hazelbrands.imgix.net/https%3A%2F%2Fwww.hazelbrands.com%2Fassets%2Fsite%2Fabbey_HB_02.jpg?fit=max&ixlib=php-1.1.0&q=80&w=1540&s=4c4fd2a06930afb80b007519eafdc3d6 1540w, https://hazelbrands.imgix.net/https%3A%2F%2Fwww.hazelbrands.com%2Fassets%2Fsite%2Fabbey_HB_02.jpg?fit=max&ixlib=php-1.1.0&q=80&w=1380&s=4f330f4aee906a16c67dd690af0f9a0b 1380w, https://hazelbrands.imgix.net/https%3A%2F%2Fwww.hazelbrands.com%2Fassets%2Fsite%2Fabbey_HB_02.jpg?fit=max&ixlib=php-1.1.0&q=80&w=690&s=43dc5631c7a506d79f7680183c186689 690w, https://hazelbrands.imgix.net/https%3A%2F%2Fwww.hazelbrands.com%2Fassets%2Fsite%2Fabbey_HB_02.jpg?fit=max&ixlib=php-1.1.0&q=80&w=345&s=741a6992cf7906112ae0d4806626e61d 345w)
Rethinking
Banking
Under the leadership of CEO Luqman Arnold, Abbey National underwent an ambitious reinvention to become Abbey. Over 3 years we worked closely with the business on a significant variety of projects to bring his vision to life.
![](https://hazelbrands.imgix.net/https%3A%2F%2Fwww.hazelbrands.com%2Fassets%2Fsite%2Fabbey_HB_04-Low-res.jpg?fit=max&ixlib=php-1.1.0&q=80&w=3320&s=fa81061a24a3d20dce1951b260f80278 3320w, https://hazelbrands.imgix.net/https%3A%2F%2Fwww.hazelbrands.com%2Fassets%2Fsite%2Fabbey_HB_04-Low-res.jpg?fit=max&ixlib=php-1.1.0&q=80&w=2760&s=34efa3868d6d5248a1a43b6e1f056ca0 2760w, https://hazelbrands.imgix.net/https%3A%2F%2Fwww.hazelbrands.com%2Fassets%2Fsite%2Fabbey_HB_04-Low-res.jpg?fit=max&ixlib=php-1.1.0&q=80&w=1540&s=6947394968c4f837f5baf269e48615c2 1540w, https://hazelbrands.imgix.net/https%3A%2F%2Fwww.hazelbrands.com%2Fassets%2Fsite%2Fabbey_HB_04-Low-res.jpg?fit=max&ixlib=php-1.1.0&q=80&w=1380&s=a2307f26d25d7e1f1590262761a83bad 1380w, https://hazelbrands.imgix.net/https%3A%2F%2Fwww.hazelbrands.com%2Fassets%2Fsite%2Fabbey_HB_04-Low-res.jpg?fit=max&ixlib=php-1.1.0&q=80&w=690&s=bb73112daed2fb37b6b55546e89abe76 690w, https://hazelbrands.imgix.net/https%3A%2F%2Fwww.hazelbrands.com%2Fassets%2Fsite%2Fabbey_HB_04-Low-res.jpg?fit=max&ixlib=php-1.1.0&q=80&w=345&s=bb3381390a8db625a2bb33026c25f57e 345w)
![](https://hazelbrands.imgix.net/https%3A%2F%2Fwww.hazelbrands.com%2Fassets%2Fsite%2Fabbey_HB_06-Low-res.jpg?fit=max&ixlib=php-1.1.0&q=80&w=3320&s=a856774c99dd9896db671ad09b76690c 3320w, https://hazelbrands.imgix.net/https%3A%2F%2Fwww.hazelbrands.com%2Fassets%2Fsite%2Fabbey_HB_06-Low-res.jpg?fit=max&ixlib=php-1.1.0&q=80&w=2760&s=aecf8f7d9fcf51e88429492253b3217c 2760w, https://hazelbrands.imgix.net/https%3A%2F%2Fwww.hazelbrands.com%2Fassets%2Fsite%2Fabbey_HB_06-Low-res.jpg?fit=max&ixlib=php-1.1.0&q=80&w=1540&s=a92489a1c59275398f54575741241c1b 1540w, https://hazelbrands.imgix.net/https%3A%2F%2Fwww.hazelbrands.com%2Fassets%2Fsite%2Fabbey_HB_06-Low-res.jpg?fit=max&ixlib=php-1.1.0&q=80&w=1380&s=b27915f27a02b0f385550d49bdaa7e7b 1380w, https://hazelbrands.imgix.net/https%3A%2F%2Fwww.hazelbrands.com%2Fassets%2Fsite%2Fabbey_HB_06-Low-res.jpg?fit=max&ixlib=php-1.1.0&q=80&w=690&s=61cd12a71386f6e3c7bb141fc6669702 690w, https://hazelbrands.imgix.net/https%3A%2F%2Fwww.hazelbrands.com%2Fassets%2Fsite%2Fabbey_HB_06-Low-res.jpg?fit=max&ixlib=php-1.1.0&q=80&w=345&s=6c460d8061aac85f1d928c19f3b49f16 345w)
![](https://hazelbrands.imgix.net/https%3A%2F%2Fwww.hazelbrands.com%2Fassets%2Fsite%2Fabbey_HB_05.jpg?fit=max&ixlib=php-1.1.0&q=80&w=3320&s=aefa3fc385c45e2ba6cca6c61ede054f 3320w, https://hazelbrands.imgix.net/https%3A%2F%2Fwww.hazelbrands.com%2Fassets%2Fsite%2Fabbey_HB_05.jpg?fit=max&ixlib=php-1.1.0&q=80&w=2760&s=abdb4657a6f03c5c367aebc2b6978b21 2760w, https://hazelbrands.imgix.net/https%3A%2F%2Fwww.hazelbrands.com%2Fassets%2Fsite%2Fabbey_HB_05.jpg?fit=max&ixlib=php-1.1.0&q=80&w=1540&s=fbc7d51e8c2f2f8ee787a85417e20fa8 1540w, https://hazelbrands.imgix.net/https%3A%2F%2Fwww.hazelbrands.com%2Fassets%2Fsite%2Fabbey_HB_05.jpg?fit=max&ixlib=php-1.1.0&q=80&w=1380&s=3d8b728fc5460ce43d0c3436a14d2ddd 1380w, https://hazelbrands.imgix.net/https%3A%2F%2Fwww.hazelbrands.com%2Fassets%2Fsite%2Fabbey_HB_05.jpg?fit=max&ixlib=php-1.1.0&q=80&w=690&s=6e860f7179d4ac7ab97e6cc089cd23fa 690w, https://hazelbrands.imgix.net/https%3A%2F%2Fwww.hazelbrands.com%2Fassets%2Fsite%2Fabbey_HB_05.jpg?fit=max&ixlib=php-1.1.0&q=80&w=345&s=11dffce0c1a643260121bd27e4925b89 345w)
![](https://hazelbrands.imgix.net/https%3A%2F%2Fwww.hazelbrands.com%2Fassets%2Fsite%2Fabbey_HB_07.jpg?fit=max&ixlib=php-1.1.0&q=80&w=3320&s=a1047c45dc469f21035b95e86893edb8 3320w, https://hazelbrands.imgix.net/https%3A%2F%2Fwww.hazelbrands.com%2Fassets%2Fsite%2Fabbey_HB_07.jpg?fit=max&ixlib=php-1.1.0&q=80&w=2760&s=a27a469a940e1b77a9c770284cfb7bea 2760w, https://hazelbrands.imgix.net/https%3A%2F%2Fwww.hazelbrands.com%2Fassets%2Fsite%2Fabbey_HB_07.jpg?fit=max&ixlib=php-1.1.0&q=80&w=1540&s=01e9895d24998c8766329cd01d790c73 1540w, https://hazelbrands.imgix.net/https%3A%2F%2Fwww.hazelbrands.com%2Fassets%2Fsite%2Fabbey_HB_07.jpg?fit=max&ixlib=php-1.1.0&q=80&w=1380&s=1e98fee1ca8f5d011ff254caadfe5244 1380w, https://hazelbrands.imgix.net/https%3A%2F%2Fwww.hazelbrands.com%2Fassets%2Fsite%2Fabbey_HB_07.jpg?fit=max&ixlib=php-1.1.0&q=80&w=690&s=c5ed95b6af2b15cc0c6a2723313eba14 690w, https://hazelbrands.imgix.net/https%3A%2F%2Fwww.hazelbrands.com%2Fassets%2Fsite%2Fabbey_HB_07.jpg?fit=max&ixlib=php-1.1.0&q=80&w=345&s=b5a8bdb022d438c476ef8e29114cb1e7 345w)
![](https://hazelbrands.imgix.net/https%3A%2F%2Fwww.hazelbrands.com%2Fassets%2Fsite%2Fabbey_HB_03.jpg?fit=max&ixlib=php-1.1.0&q=80&w=3320&s=a198347b9c993b18811f146ddc06a586 3320w, https://hazelbrands.imgix.net/https%3A%2F%2Fwww.hazelbrands.com%2Fassets%2Fsite%2Fabbey_HB_03.jpg?fit=max&ixlib=php-1.1.0&q=80&w=2760&s=2df6688254f7eb83fb71a6995de4d18a 2760w, https://hazelbrands.imgix.net/https%3A%2F%2Fwww.hazelbrands.com%2Fassets%2Fsite%2Fabbey_HB_03.jpg?fit=max&ixlib=php-1.1.0&q=80&w=1540&s=d9be6f3713aeceaf39c70dda1f3bf4dc 1540w, https://hazelbrands.imgix.net/https%3A%2F%2Fwww.hazelbrands.com%2Fassets%2Fsite%2Fabbey_HB_03.jpg?fit=max&ixlib=php-1.1.0&q=80&w=1380&s=5efb5e2f17f92d22db45d7d81d4d6337 1380w, https://hazelbrands.imgix.net/https%3A%2F%2Fwww.hazelbrands.com%2Fassets%2Fsite%2Fabbey_HB_03.jpg?fit=max&ixlib=php-1.1.0&q=80&w=690&s=3bc17d6483c8822e896045d04dbdabd8 690w, https://hazelbrands.imgix.net/https%3A%2F%2Fwww.hazelbrands.com%2Fassets%2Fsite%2Fabbey_HB_03.jpg?fit=max&ixlib=php-1.1.0&q=80&w=345&s=efa05fb71faec3eee20a46ef94f67026 345w)
Complete
Redesign
We were involved across all aspects of the customer experience reinvention from advertising and communications, signage to flagship store redesign, product rationalisation to sales catalogues. We led a consortium of agencies to develop a customer magazine and guide books, redesign the website, rethink internal communications, reimagine credit cards and cheque books and rethink service design.
![](https://hazelbrands.imgix.net/https%3A%2F%2Fwww.hazelbrands.com%2Fassets%2Fsite%2Fabbey_HB_08.jpg?fit=max&ixlib=php-1.1.0&q=80&w=3320&s=cb7f191ec79e041bf9d6db5dcdebb4f2 3320w, https://hazelbrands.imgix.net/https%3A%2F%2Fwww.hazelbrands.com%2Fassets%2Fsite%2Fabbey_HB_08.jpg?fit=max&ixlib=php-1.1.0&q=80&w=2760&s=b4717c06a87b43db9fe0f4230ca25ae0 2760w, https://hazelbrands.imgix.net/https%3A%2F%2Fwww.hazelbrands.com%2Fassets%2Fsite%2Fabbey_HB_08.jpg?fit=max&ixlib=php-1.1.0&q=80&w=1540&s=40f04b5b95c56b77eea33334744f3fcb 1540w, https://hazelbrands.imgix.net/https%3A%2F%2Fwww.hazelbrands.com%2Fassets%2Fsite%2Fabbey_HB_08.jpg?fit=max&ixlib=php-1.1.0&q=80&w=1380&s=804bb71601f6049192cd0757613b1954 1380w, https://hazelbrands.imgix.net/https%3A%2F%2Fwww.hazelbrands.com%2Fassets%2Fsite%2Fabbey_HB_08.jpg?fit=max&ixlib=php-1.1.0&q=80&w=690&s=e653d4b7a7816432c4ff5deca43ed698 690w, https://hazelbrands.imgix.net/https%3A%2F%2Fwww.hazelbrands.com%2Fassets%2Fsite%2Fabbey_HB_08.jpg?fit=max&ixlib=php-1.1.0&q=80&w=345&s=aa3d76b63bb619d5e6067fe35e8b7064 345w)
![](https://hazelbrands.imgix.net/https%3A%2F%2Fwww.hazelbrands.com%2Fassets%2Fsite%2Fabbey_HB_09.jpg?fit=max&ixlib=php-1.1.0&q=80&w=3320&s=246368b338d6ce5862a6de5d21ee8b44 3320w, https://hazelbrands.imgix.net/https%3A%2F%2Fwww.hazelbrands.com%2Fassets%2Fsite%2Fabbey_HB_09.jpg?fit=max&ixlib=php-1.1.0&q=80&w=2760&s=45467955c59f36c5d918ab390249138f 2760w, https://hazelbrands.imgix.net/https%3A%2F%2Fwww.hazelbrands.com%2Fassets%2Fsite%2Fabbey_HB_09.jpg?fit=max&ixlib=php-1.1.0&q=80&w=1540&s=0712119b1009e8c3f9b9bed382fcbf22 1540w, https://hazelbrands.imgix.net/https%3A%2F%2Fwww.hazelbrands.com%2Fassets%2Fsite%2Fabbey_HB_09.jpg?fit=max&ixlib=php-1.1.0&q=80&w=1380&s=1d97c61ea2e67a0e3af287787148fb34 1380w, https://hazelbrands.imgix.net/https%3A%2F%2Fwww.hazelbrands.com%2Fassets%2Fsite%2Fabbey_HB_09.jpg?fit=max&ixlib=php-1.1.0&q=80&w=690&s=948c55c7269a67306f8dbecb6a0b2857 690w, https://hazelbrands.imgix.net/https%3A%2F%2Fwww.hazelbrands.com%2Fassets%2Fsite%2Fabbey_HB_09.jpg?fit=max&ixlib=php-1.1.0&q=80&w=345&s=81970e8fcc9a3da3fe86d5793a250a40 345w)
![](https://hazelbrands.imgix.net/https%3A%2F%2Fwww.hazelbrands.com%2Fassets%2Fsite%2Fabbey_HB_10.jpg?fit=max&ixlib=php-1.1.0&q=80&w=3320&s=dfe9b60824114533a90cb7d2a0d4687f 3320w, https://hazelbrands.imgix.net/https%3A%2F%2Fwww.hazelbrands.com%2Fassets%2Fsite%2Fabbey_HB_10.jpg?fit=max&ixlib=php-1.1.0&q=80&w=2760&s=7bd1b82a7dc0c4d436e7ed143599c23b 2760w, https://hazelbrands.imgix.net/https%3A%2F%2Fwww.hazelbrands.com%2Fassets%2Fsite%2Fabbey_HB_10.jpg?fit=max&ixlib=php-1.1.0&q=80&w=1540&s=8dbd4d8c11f3e4431290cc65e80057a8 1540w, https://hazelbrands.imgix.net/https%3A%2F%2Fwww.hazelbrands.com%2Fassets%2Fsite%2Fabbey_HB_10.jpg?fit=max&ixlib=php-1.1.0&q=80&w=1380&s=6f986ff7c4793d6b0b15e9d94cb340fe 1380w, https://hazelbrands.imgix.net/https%3A%2F%2Fwww.hazelbrands.com%2Fassets%2Fsite%2Fabbey_HB_10.jpg?fit=max&ixlib=php-1.1.0&q=80&w=690&s=22ee921b545db6a680c639088c2b7193 690w, https://hazelbrands.imgix.net/https%3A%2F%2Fwww.hazelbrands.com%2Fassets%2Fsite%2Fabbey_HB_10.jpg?fit=max&ixlib=php-1.1.0&q=80&w=345&s=d792c795360a9e1307baa1b7db7af740 345w)
![](https://hazelbrands.imgix.net/https%3A%2F%2Fwww.hazelbrands.com%2Fassets%2Fsite%2Fabbey_HB_11.jpg?fit=max&ixlib=php-1.1.0&q=80&w=3320&s=802e85b4ceab2cddd282ae3eea246870 3320w, https://hazelbrands.imgix.net/https%3A%2F%2Fwww.hazelbrands.com%2Fassets%2Fsite%2Fabbey_HB_11.jpg?fit=max&ixlib=php-1.1.0&q=80&w=2760&s=0208bda761b48f5aa1f698755ad5a9a6 2760w, https://hazelbrands.imgix.net/https%3A%2F%2Fwww.hazelbrands.com%2Fassets%2Fsite%2Fabbey_HB_11.jpg?fit=max&ixlib=php-1.1.0&q=80&w=1540&s=e04f420e8e42ff935b5c737f8940d876 1540w, https://hazelbrands.imgix.net/https%3A%2F%2Fwww.hazelbrands.com%2Fassets%2Fsite%2Fabbey_HB_11.jpg?fit=max&ixlib=php-1.1.0&q=80&w=1380&s=c2e9def9135654102f44adbe9cd4c5d4 1380w, https://hazelbrands.imgix.net/https%3A%2F%2Fwww.hazelbrands.com%2Fassets%2Fsite%2Fabbey_HB_11.jpg?fit=max&ixlib=php-1.1.0&q=80&w=690&s=72fe1fc02c29aa41c17413ff7750c39b 690w, https://hazelbrands.imgix.net/https%3A%2F%2Fwww.hazelbrands.com%2Fassets%2Fsite%2Fabbey_HB_11.jpg?fit=max&ixlib=php-1.1.0&q=80&w=345&s=4c496719568e78c0d519bb8e6b173949 345w)
![](https://hazelbrands.imgix.net/https%3A%2F%2Fwww.hazelbrands.com%2Fassets%2Fsite%2Fabbey_HB_12.jpg?fit=max&ixlib=php-1.1.0&q=80&w=3320&s=2334c2acbdbee0de3621355e71c6598f 3320w, https://hazelbrands.imgix.net/https%3A%2F%2Fwww.hazelbrands.com%2Fassets%2Fsite%2Fabbey_HB_12.jpg?fit=max&ixlib=php-1.1.0&q=80&w=2760&s=6577cd65f81ef5792d22650ca4ffdf53 2760w, https://hazelbrands.imgix.net/https%3A%2F%2Fwww.hazelbrands.com%2Fassets%2Fsite%2Fabbey_HB_12.jpg?fit=max&ixlib=php-1.1.0&q=80&w=1540&s=06d52ccc35a3efeba05eda5ac74cebf8 1540w, https://hazelbrands.imgix.net/https%3A%2F%2Fwww.hazelbrands.com%2Fassets%2Fsite%2Fabbey_HB_12.jpg?fit=max&ixlib=php-1.1.0&q=80&w=1380&s=624ccbcb582f3033438db6f32309b9c7 1380w, https://hazelbrands.imgix.net/https%3A%2F%2Fwww.hazelbrands.com%2Fassets%2Fsite%2Fabbey_HB_12.jpg?fit=max&ixlib=php-1.1.0&q=80&w=690&s=9876f879e887e2787e40d330339178a6 690w, https://hazelbrands.imgix.net/https%3A%2F%2Fwww.hazelbrands.com%2Fassets%2Fsite%2Fabbey_HB_12.jpg?fit=max&ixlib=php-1.1.0&q=80&w=345&s=56b7e471c0412edaff4055cbe0c226aa 345w)
What we did
- Brand Thinking
- Creative Direction
- Brand Identity
- Brand Guidelines
- Brand Implementation
- Brand Management