Launching a challenger bank
Deliver a strategic marketing plan that integrated into the regulated business plan to support the banking application for a with delivery through professional marketing support and the creation of a new subsidiary brand ahead of market launch.

City of London Group

As parent of a group of businesses focussed on delivering alternative financial support to SMEs, the City of London Group decided to refocus its brand and to support the strategic direction of the parent and accommodate the future launch of a challenger bank.

The Results


Convert insight and deliver an effective and relevant main and subsidiary brand development.


Provide the cultural development required for the banking license application.


Contributed to the internal thought processes, producing creative options, devising names and sharing the thoughts the Group brand evolution.


Provide go-to-market strategy for all phases of the challenger bank launch.
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