Starling has launched a new content platform which aims to educate customers about money through relatable stories.
Called Noteworthy, the platform has been built, and will be managed, in house by Starling’s creative team. This includes editors, writers, photographers, graphic designers, commissioning illustrators, videographers and freelance contributors.
The platform will launch with three series focused on different customer stories. ‘For What It’s Worth’ is an anonymous, illustrated series based around how money shapes relationships and big life decisions, around home ownership, childcare and inheritance.
‘Joined at the Chip’ features real-life couples test driving Starling’s joint account for a month and writing about how it has changed their relationship, while ‘How Much Does it Cost’ will explore the real costs of life decisions and situations such as getting pregnant or owning a dog.
Annabel Herrick, Creative Content Strategist at Starling Bank, said: “We believe money is ripe for storytelling – it’s emotional, it’s monumental, it’s about tackling difficult conversations; relationships, milestones.
“And money is one of the few universal experiences, it affects everyone. Aligning with our new brand platform, The Bank Built For You, Noteworthy will be focused on human storytelling. Real stories, real people.”
She added: “Noteworthy, of course, has a double meaning: noteworthy content, and exploring what’s worthy of your ‘bank notes’.
“For the logo, we used a combination of hand written glyphs, photography and scanning, and opted for a slightly more formal iteration of the letterform, using a fountain pen. The brand is premium and discerning, but still approachable.”
The platform complements Starling’s latest brand platform, launched at the beginning of 2024. ‘The Bank Built for You’ focuses on highlighting how banking services fit into everyday life through three short ad spots.
It kicked off in January with three ads titled ‘The Dessert’, ‘Rinsed’ and ‘Night Owls’. These 30-second ads show ordinary people using Starling services to navigate relatable life moments, aiming to highlight how the fintech builds features around what customers ask for.
