Brand commerce agency IF. has partnered with JN Bank UK to deliver a full re-naming and re-brand, unveiling thisbank - a modern Financial Services brand built around clarity, fairness and genuine support for everyday people.
Backed by more than 150 years of banking heritage, thisbank marks a significant evolution for the business. More than a change in name or visual identity, the project focused on renewing and crystallising the bank’s distinctive mission, vision and values— creating a brand that reflects the needs of the people it vows to serve.
Working closely with the leadership team, IF. led a brand development programme spanning audience insight, positioning, brand architecture and identity creation. At its heart, thisbank is built on a simple promise: banking that is fair, easy to understand and genuinely supportive—helping real people save, borrow and build a better future. The brand’s values of simplicity, compassion and responsibility are reflected throughout the identity, tone of voice and overall experience.
Chris Waring, CEO of thisbank, said:
‘The rebrand represents a defining moment for our business. IF. were instrumental in helping us step back, challenge ourselves and clearly define who we are and who we’re here for. They brought real strategic depth to the process—not just in creating a new name and identity, but in helping us articulate our purpose confidently & authentically, we’re incredibly proud of the new proposition; we’re already experiencing the positive impact on future business ventures’
Jo Whiteley, Managing Partner and Creative Director at IF., added:
‘Whilst a brand ID brief inevitably ends with strong visual identifiers, it always starts with discovery; uncovering the truth at the heart of the product and / or service. It was clear from the off everything from the values to the name had to feel open, human and welcoming — stripping away unnecessary complexity from a category often dominated by jargon. thisbank, the identity, tone of voice & the launch concept draws on empathy & reassurance formed to sit seamlessly into a contemporary culture of fast paced lives’
Editor’s Notes: IF. is a Manchester-based brand commerce agency that leverages brand into commercial growth. With a 20-year legacy, IF. has partnered with clients including YHA, Marston’s, Freshpet, and Faith in Nature — to build, activate and amplify brand that drive results.
