Newcastle Permanent

Not Bad

To overcome the fact that Newcastle Permanent was losing relevance with a younger regional audience we re-imagined the entire brand - creating the new platform ‘Surprisingly Good Local Banking’ that would aim to make people think “I wouldn’t have expected that from The Perm”.

This was expressed through the line as “Not Bad” – our humble, under-stated commentary on even the most amazing things by simply saying “Not Bad”.


Brand strategy


Tone of voice


Motion design

Marketing assets