Pitching Innovation: Developing a Strategic Vision for NatWest’s Inclusive Apprenticeship Program
A few years ago, I had the opportunity to work on a pitch for NatWest, one of the largest retail and commercial banks in the United Kingdom. With over 7.5 million customers and 850,000 small business accounts, NatWest is a major player in the UK’s banking sector. Our agency was selected from a competitive group to present a proposal focused on enhancing their apprenticeship and career development programs.
The pitch aimed to showcase key updates across several critical areas, including roles in relationship management, customer service, digital technology, data and insights, business administration, and degree apprenticeships. One of the primary goals was to highlight NatWest’s commitment to diversity and inclusivity within its apprenticeship program. At the time, 28% of their apprentices identified as non-white, and the program had achieved a 50/50 gender split in the previous year. These statistics underscored their dedication to fostering an inclusive workforce while providing pathways for long-term career growth, as many apprentices transitioned into permanent roles at the bank.
Despite some constraints, such as limited access to detailed case studies and awards, the NatWest team was highly collaborative and supportive throughout the process. This project allowed us to develop a strategic approach that emphasized diversity, innovation, and career development, making it a rewarding and meaningful experience.
Taking NatWest to the Next Level: Crafting a Bold Vision with "Next Level Apprentice"
After a meeting with our UK team, my Creative Director and I were tasked with developing a complementary pitch to support the primary one being led by the UK team. While their focus was on crafting a polished, brand-forward presentation, we were given the opportunity to explore more creative and unconventional ideas. Our goal was to capture attention and showcase how the NatWest brand could be reimagined and pushed in exciting new directions.
The first step my Creative Director and I took was gathering as much content as possible from the NatWest brand team and diving deep into research. We divided the work, brainstorming ideas independently to bring a variety of concepts to the table. While I had a few ideas I was leaning toward, none of them felt strong enough to move forward with confidently. My Creative Director then proposed an idea that I initially didn’t fully understand and had some reservations about, given the nature of the client. However, we decided to explore it further and see where it could lead. We called the idea, Next Level Apprentice.
The concept centered around an 80s-inspired 8-bit video game theme, blending retro gaming aesthetics with modern photography of young professionals. Since NatWest aimed to attract young talent, we felt this playful, nostalgic approach would resonate with the target audience while showcasing the brand’s innovative side. Considering the enduring popularity of gaming among today’s youth, this theme offered a fun, engaging way to connect with prospective apprentices.
NatWest’s brand was an absolute pleasure to work with, featuring bright, vibrant colors, bold typography, and a distinctive 3D cube element in their logo that added visual interest. Their design assets included a series of halftone patterns and playful marks, which we used to highlight copy and reinforce messaging, making the creative process both dynamic and engaging.
With a tight deadline, we needed to act quickly, so I immediately started creating social media mockups, focusing on Facebook and Instagram to effectively reach our target audience. We also identified TikTok as an excellent platform to leverage for its appeal to younger users. After presenting my mockups, we were inspired to push the concept further, leading to the development of a completely outside-the-box animation for TikTok that added a unique and exciting layer to the campaign.
From Skeptic to Believer: How an Outlandish TikTok Animation Turned into a Game-Changing Pitch
When my Creative Director first suggested the idea for the TikTok animation, I thought he was completely out of his mind. I couldn’t imagine the UK team agreeing to present something so unconventional. But as we discussed it further, I started to see the potential, and my initial skepticism gave way to genuine excitement.
The concept was to create an animation styled like an actual 80s video game called The Next Level Apprentice. I designed an intro reminiscent of retro games, leading into gameplay where the user had just completed a level by training their unicorn and was about to proceed to the next stage. However, as the character moved forward, the unicorn stopped following. The character went back to retrieve it, only for the unicorn to turn around and unleash fireballs from its rear, "defeating" the character. At that moment, the line "Maybe get some training for you." animated onto the screen. The scene then transitioned to a young person using a laptop, incorporating the 80s-inspired visual theme, a clear CTA, and an end card.
Though I initially thought the idea was far too out there to gain traction, I embraced it, diving into the design and animation with the hope that its boldness would resonate with the the UK team as well as the client. What happened next was a complete shock to me.
Turning Bold Ideas into Big Wins: Securing a Multi-Million Dollar Deal with Creativity and Risk-Taking
Not only did the UK team love the concept, but they were genuinely excited to present it. Their enthusiasm was a huge relief for me and marked a turning point in how I approach pitches and content creation. It taught me that playing it safe isn’t always the best route. While we were up against stiff competition, having the courage to take risks, try something truly unique, and sell it effectively proved incredibly rewarding.
When the day of the pitch arrived, my Creative Director and I were on edge, anxiously awaiting the outcome. We later received word that the pitch went exceptionally well—the client loved it, and we were showered with praise for our contributions. Alongside the animation, we also proposed an augmented reality street art mural featuring characters I illustrated based on the company’s core values. This idea was equally well-received and garnered significant praise.
In the end, we won the account, securing a multi-million-dollar deal spanning several years. For our work on the project, both my Creative Director and I received excellence awards. The entire experience remains one of the most memorable and fulfilling highlights of my career.
