The Post Office has always offered a wide range of financial services products – but public perception mainly viewed them as only providing traditional and functional postal delivery services. With the launch of the ‘Post Office Money’ brand, they are now clearly and firmly pitching their financial products against those of the established high-street banks. As part of the new brand creation, the Post Office commissioned us to create a full library of images for use across the entire financial services product range.
The photography brief was to create 52 images, one for each of the Financial Services products. Storyboards of the concepts had to be internally signed off by each of the individual business lines within the Post Office (i.e. Savings, Mortgages, Travel etc). We were also tasked with creating an accompanying secondary image style that would be used to support the primary imagery in all communications.
We began by creating a shortlist of photographers that reflected the brand values of Post Office Money – engaging, straight talking, British, human and personable. From this selection Nick Daly was chosen. His photography brings a warmth and positivity to everyday situations – creating captivating people portraits that are completely natural in feel and grounded in reality. A style that fitted Post Office Money perfectly.
We worked with Nick and the production team to cast 22 models that could represent the entire British population, and then set about scouting locations around London that would give us the flexibility and backdrops needed for a comprehensive seven day photoshoot. To aid the navigation across the different business lines we also established a set of colours that would represent each category of Financial Service. These colours were then used as an accent within the images – be that through clothing, props or backgrounds.
Throughout and after the shoot, the process of editing and post-production was a collaborative one. We worked closely with Nick and his team to create a shortlist for each scenario – with the client choosing their favourite from our recommendations.
In total, there were 52 image concepts signed-off across 42 Financial Services products. After three days of casting and seven days of shooting across five locations, using 87 different outfits, seven children and one dog – the images are now being used throughout the new Post Office Money website and printed collateral to bring a very real, human element to this exciting new high street brand.