The British Business Bank exists to drive growth across the UK’s smaller businesses. The challenge was making a government-backed financial institution feel relevant, approachable and genuinely useful to the people it exists to support.
Red Brick Road transformed the Bank’s social presence into a platform for inspiration, education and connection. Across LinkedIn and Instagram, we built a strategy designed to meet SMEs where they were, whether established businesses looking for market insight or founders and sole traders navigating growth in the real world.
The Red Thread idea was simple: inspiring the next business move, not just funding it. Rather than only showing up when businesses were actively seeking finance, we positioned the Bank as a long-term growth partner, helping founders navigate ambition, uncertainty and opportunity at every stage of their journey.
Our work moved the conversation beyond finance products alone. Instead of talking at businesses, we told stories through them. Founders became the face of the brand through initiatives like the Ambassador Programme and The Backed Story interview series, sharing authentic experiences of growth, challenge and ambition from every region of the UK.
Creatively, the approach was simple: show, don’t tell. We replaced corporate language with human storytelling, social-first content and practical, relatable advice that made growth feel achievable rather than intimidating. The result was a connected social ecosystem that made the British Business Bank feel less like an institution and more like a trusted partner in growth.