PTSB’s rebrand combines technology with people

PTSB, Ireland’s third-largest retail bank, has launched a new creative identity for the first time in over 20 years.

The accompanying brand film marries its digital processes with its in-person presence to deliver an “altogether more human” banking experience for customers.

Stephen Jackson, PTSB’s head of customer and marketing, said the new visual identity better reflects what PTSB stands for in a modern and diverse Ireland.

“Informed by market research and a deep understanding of our customers, our new identity and communication campaign reflects our belief in continuously putting the human need at the centre of what we do,” said Jackson.

The campaign and rebrand aims to position PTSB as a hybrid of a traditional bank and a neobank, said the creative team at Publicis Dublin.

“Everyone knows the banking experience is different for everyone.

“Some people don’t want a lot of human contact, but they still want the experience to be human. Others still want to talk to a real person. PTSB is evolving to offer both,” added Publicis Dublin board creative director, Ger Roe.

The message will be carried out across the bank’s customer communications, from within retail branches to its online presence.

The integrated campaign will run across cinema, TV, VOD, radio, digital, and social outputs.