Redesigning the Bacs brand


Brand positioning, application, guidelines and implementation.

Bacs, is one of the most trusted and fundamental companies in the UK.

6.04 billion transactions were processed through Bacs systems last year.
almost 90% of the UK workforce receive their wages or salaries via Bacs Direct Credit – Over one billion benefit payments were made using Bacs last year.

However, look around you, 95% of the people you see use Bacs, ask them who or what Bacs is and they may struggle to tell you.

Bacs is the company which runs Direct Debit, Direct Credit and the Current Account Switch Service in the UK.

So, Bacs is on a mission to improve their profile.


We refreshed their brand.

To help them do this we ran workshops to develop their positioning, presented to senior executive before we redesigned brand applications across a range of platforms; literature, web, posters, advertising and exhibitions, for both corporate and consumer audiences.

We then wrapped up all our work in a series of easy to use guidelines, the impact of which have spread across the organisation.