NatWest Group | One Bank Explainer
Internal Marketing
Motion Graphics
UK
2024
Project Overview
This internal explainer video was developed for NatWest Group to introduce and clarify the structure and purpose of their Climate Team, as part of their 'One Bank' campaign. The video’s goal was to help employees across the organisation understand how different internal departments contribute to the bank’s sustainability goals and climate strategy. It needed to communicate complex roles and processes in a way that was accessible, engaging, and memorable.
My Role
I led the project from start to finish, managing every stage of the creative and production process:
Concept development – I crafted a metaphorical framework that transformed abstract departmental functions into visual scenes (e.g. ecosystems, machinery, or journeys) to help demystify each team’s role in the wider climate strategy.
Storyboarding – I created a visual roadmap of the explainer, ensuring each scene flowed logically and supported the overarching narrative.
Motion design and animation – I built the entire video using custom motion graphics, aligning with NatWest’s brand guidelines while introducing fresh, illustrative visuals that kept the tone approachable and dynamic.
Final Solution
The explainer was well-received within the organisation, praised for making a complex internal structure easy to understand. By using metaphorical scenes instead of literal interpretations, the video made each department’s purpose more relatable and engaging for non-specialist viewers. It has since been used in onboarding, training, and internal presentations - becoming a key communication tool in NatWest’s climate engagement efforts.