A bold new global digital vision
The challenge was to elevate Barclays' global digital presence by designing a fresh design language, an newly on-brand look and feel for apps and websites, and a versatile design system. All to ensure a seamless and modern experience across all digital platforms worldwide.
Client
Barclays
Project
Digital brand and design system
Digital experience vision
Role
Hands-on design director
A beautifully branded ecosystem
Barclays customers found their journeys fragmented and frustrating. To unite these disparate experiences, we crafted a new design language and comprehensive system. This adaptable framework seamlessly weaves together platforms, channels, and markets, creating a familiar digital landscape for customers worldwide.
Rolling out now in 40 countries
Barclays has rolled out the new design system across all new global projects. With many websites and apps already supporting new components, colours and styling. A multi-phase roadmap will ensure all key platforms and channels get refreshed, to modernise Barclays. The new system was met with great excitement from both designers and leadership and customers.
200
Interface
concepts
40
Countries with
apps and platforms
1
Design system for all markets and channels
Digital brand experience design,
design system, interface design
Adam Marsh
Masterbrand visual identity design
Carl Wills
Component library
Song Yee Kim
Branded illustrations
Michelle Huang
Illustration animation
Alba Skottowe
Turning up the colour
Every aspect of colour use was elevated - from a vibrant new, WCAG-compliant Active Blue, to an elegant Midnight-blue-infused dark mode. The brand refresh expanded the color palette by over 20 colours, requiring an intuitive system of high-contrast pairs to ensure accessibility.
A digital-ready brand
The Portal, a versatile rectangular graphic central to Barclays' new identity, was designed to seamlessly unify or highlight content on screen. My role was to ensure its elegant integration, transforming it into a welcoming element that subtly brands experiences, while also guiding the eye and emphasising key content.
Beautifully personalised for you
I developed a versatile UI card system that facilitates dynamic, rich content delivery across a multitude of formats. This system streamlines development time, enabling highly personalised experiences for millions of users across diverse audiences. Its adaptable nature ensures content seamlessly adjusts to suit individual needs and preferences.
Barclays Blueprint
To bridge the gap between design and development, we built Barclays Blueprint, a centralized design system library. Packed with interactive guides and hundreds of living components, Blueprint ensures our rich design language is consistently applied across all platforms.
