Barclaycard Project Gives Young Snappers A Big Break
on: May 12, 2009, 4:59 am
announces the conclusion of a project to create a new range of
corporate imagery, whilst simultaneously fostering some of the
best up and coming talent in the UK industry. Barclaycard undertook
a project to hire four semi-professional photographers in order
to create a new set of imagery that moved away from the traditional
metaphors and financial services conventions.
for a big business, when Barclaycard
realised it needed fresh creative images to sit with the new visual
identity, and its customer promise, "One Step Ahead",
it decided to bypass the usual route of enlisting established
corporate photographers. Instead the credit
card and payment acquiring business set up a new programme
to uncover some of the most talented semi-professional photographers
and help them to get their career on the road.
four photographers chosen - Australian Noel McLaughlin, Russian
Natalia Urazmetova and fellow Brits Stuart Hendry and James Ellerker
- were tasked with producing shots around a central theme of liberation
that were warm and had a natural feel. The brief requested genuine
situations with real people and with a clear focus on a key moment
within the image.
Zimmerli, Senior Design and Identity Manager, Barclaycard said:
"Our image content needs to remain optimistic and positive
and must be intelligent and imaginative enough to engage our audience.
By entrusting our brief to photographers who are inventive and
talented, but not yet accustomed to the conventions of corporate
photography, we were able to create fresh and engaging imagery
to fit with our brand."
The project was in many ways inspired by the success of social
media photo sharing site flickr. When Barclaycard sourced notional
images to demonstrate the style of photography which fit best
with the new visual identity, most of the images that were deemed
a neat fit were from flickr.
Barclaycard, part of Barclays Global and Retail Commercial Banking
division, is a leading global payment business which helps consumers,
retailers and businesses to make and accept payments flexibly,
and to access short-term credit when needed.
company is one of the pioneers of new forms of payments and is
at the forefront of developing viable contactless and mobile payment
schemes for today and cutting edge forms of payment for the future.
It also issues credit
cards and charge cards to business
banking customers and the UK Government. Barclaycard partners
with a wide range of organisations across the globe to offer its
customers or members payment options and credit.
addition to the UK, Barclaycard operates in the United States,
Europe, Africa and the Middle and Far East.
Barclaycard Press Office
1234 Pavilion Drive