Chris Berridge.

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The Co-operative Bank approached us with an intriguing challenge - to revive a once-ubiquitous brand that had fallen into neglect.

Smile were one of the original internet banks, whose customers had, on the whole, stuck with them through thick and thin, persuading the Co-op that this was a brand worth reviving.

I lead the rebrand, facilitating discovery and brand workshops, designing the identity and presenting to the business.

We utilised a user-centred methodology, setting in place brand principles that were used as the common thread that bound every interaction together, as well as providing a benchmark to test our work against with customers.

During the brand workshop I lead the team through a number of exercises that explored the ethos and personality of the brand. I then distilled the outputs of the workshop into principles that were used to shape every aspect of the brand experience.

We tested the identity and digital touchpoint work I produced with over 300 customers, ensuring that it resonated with people in the way intended.

“Chris is a great designer. He works fast, produces excellent work and is not afraid to challenge the brief - an essential quality for all designers.”

— Will Myddelton, Government Digital Service (GDS)

Featured case studies

Rebranding a bank for Smile.

Redesigning the site.

A living design guide & UI for Holiday Extras.

Visual identity and design system for Promonews.

A global visual language for Marriott.

Product design for the Moneyhub folks.

E-commerce at scale for Holland & Barrett.

A bold aesthetic for Homedecor.

Branding a new agency for Nationwide.

Designing an Alpha for the ONS.

Random excerpts from my Scrapbook.