NS&I have a long history stretching back to 1861, it's something they've traditionally referenced over the years, but had not recently investigated if talking about it was relevant to consumers.
On the establishment of their new strategy (Inspire & Invest), NS&I wanted to investigate whether heritage has a role for today's consumers, and if so, how best to leverage it. Importantly, given an ageing customer base, they also wanted to start shifting their focus to younger generations. Understanding how to make their heritage relevant for these generations was vital.
Heritage, however, is hard to define, conjuring a myriad of emotional connotations. And in a fast paced 21st Century where heritage is established and lost quicker than ever, it was clear that heritage doesn't stand still, it evolves.