I have been the lead designer for the invest division since I began working at the Royal Mint. The 2020 rebrand with “the original maker” strapline has positioned the bullion offering as the home of precious metals and as a premium bullion brand.
STATS:
An average 30 bullion range product launches a year
An average of +150 SKU’s per year
Generated +£1 billion yearly revenue from 2021-2024
Expanded acquisition of new audience by 52% from 2022-25
Servicing over 120 B2B partners internationally
Templates reduced artwork time by 50%
Female customers increased by 55% since 2022
BRITANNIA WINDOW DISPLAY AND VIDEO
A window display inspired by Britannia being recognised as the Queen of Britain’s shores. For this project I pitched various concepts to stakeholders and worked with an external agency at production stages and supervised the build.
WHOLESALE ASSETS
Templates for B2B and D2C assets to support product launches. With over 30 product ranges released annually, the templates were designed for easy content updates.
INVESTMENT GUIDE
A 40-page brochure showcasing The Royal Mint’s investment products and services. Designed to simplify the offerings, the brochure seamlessly combined lifestyle imagery with product shots to create an engaging and informative experience.
GET INTO GOLD CAMPAIGN
In countries like Germany and India, gold plays a significant role in everyday investment culture. It is often gifted to mark life’s key moments. In contrast, gold is less commonly viewed as a store of wealth among general consumers in the UK, where its investment potential is less widely recognised.
To address this, The Royal Mint launched an always-on campaign titled “Get Into Gold” aimed at targeting potential customers. The campaign sought to raise awareness of gold’s accessibility and highlight its benefits as a long-term, stable investment, encouraging more UK consumers to consider gold as part of their financial portfolio.
