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The West Brom

How Can the West Brom Help – a brief information guide

The West Brom is a leading provider of financial services and the seventh largest building society in the UK. Proudly independent, the West Brom is owned by and run for the benefit of its members.

As part of The West Brom’s new website redesign, GRIN was tasked with producing a video which would feature on the site’s ‘About Us’ page. The video needed to act as a brief information guide to prospective members who may be looking to open an account with The West Brom, but who may not fully know much about the building society, or understand how they operate.

After initial scoping meetings, GRIN created a script and storyboard to ensure the brief was approached correctly and that the key messages were communicated effectively. Drawings and scamps provided initial visual references for the client, followed by studio-approved styles and drawings created in Illustrator which were to be later animated, though some illustrations didn’t make the final cut.

Photographs were taken and used for reference in creating specific objects and scenes, such as The West Brom building fascia.


West Brom building society, AGM presentation

“GRIN’s creative team have taken a potentially dry subject and bought it to life with an animation which is dynamic, fun and visually engaging. The style is unlike anything we have tried before for customer communications and encapsulates what building societies are all about quite brilliantly.”



Client: The West Brom Building Society

Sector: B2C, Financial

Having a great working relationship presents both the client and GRIN with a degree of trust, which allowed us to have full artistic license over how the video was created. The production of previous videos for the West Brom had set out a style and tone, which was echoed through this video, but as this was the first public-facing animation, the script had undergone various revisions, meaning every scene was more detailed than before, whilst ensuring the main focus remained on the clarity of the message.

Characters and objects were carefully created to be both detailed yet simple, as to not distract the viewer from the subject matter. Each character possessed limbs and appendages rigged up through use of After Effects and Rubberhose, whilst specific areas such as hair and glasses temples were masked to allow for a more seamless head movement. Certain objects were also crafted through the Cinema 4D renderer adding depth and a visual bounce to specific scenes.

This level of detail continued with the creation of scenes and environments. Everything was crafted using an extended colour palette which utilised tints and accent colours to full effect, providing warmth and energy throughout.

The video received praise for its bold direction and positive tone, whilst an upbeat soundtrack and quirky sound effects carried the video to its conclusion.