Creating a flexible kit for any eventuality
Rokabye teamed up with EveryFriday to deliver a campaign to position Barclays International Banking as the provider of familiar support in unfamiliar territory. The need to convey strength, stability, and trust in a way that is supportive, aspirational and hassle-free is especially important in a post Covid world with a looming global recession. Rokabye’s role was to build a flexible digital sky toolkit, which would create a sense of immersion for the audience while bringing to life the messaging through custom typographic animations.
International skies
It was fundamental to hit the right balance of realism and vibrancy to convey the positive nature of the campaign to a global audience, in a way that feels genuine and trustworthy. The tone of the clouds and sky complement the sentiment of the messaging, always avoiding a stormy or negative palette; the audience are left feeling uplifted and full of trust from what they are reading but also the aesthetic.
A sense of motion
Custom typographic animations were created to allow any message to effortlessly form amongst the clouds. The sequential reveal was developed to encourage and aid the read of the campaign messaging. A continual forward momentum complements this. Forever moving forward.
Flexible formats
True to the subject matter, the campaign assets can take many forms, created to seamlessly scale across any given format, whatever the channel. The campaign has been successfully rolled out online across all digital banner formats, OOH and social channels, as well as multiple static and print applications.
Accessibility
All final output is WCAG 2.1 compliant thanks to our proprietary contrast tool. The ability to change and test colours on the fly allowed us to always be compliant whilst working at pace with a streamlined workflow. Built into the kit, we’ve provided a future proof solution whereby new accessible skies can be created with ease and speed.
Despite having their heads in the clouds, Rokabye couldn’t have been clearer in their approach. From R&D all the way through to final execution, Rokabye were there with us every step of the way, making this one an absolute breeze.”
–
Joe Bagelow, Design Director, EveryFriday