This Way to Independence Brochure from Midland Bank, 1968

This brochure from Midland Bank in the UK is directed towards young adults who are starting out on their financial journey. While the cover shows a young man and woman standing next to each other in professional attire, the other illustrations only show women, even on the “commissioned officers” page.

It's surprising that a bank would choose such a fluid, sketchy illustration style, especially in comparison to the bank logo on the cover. My personal opinion on why they made this choice was to possibly attract and keep the intended younger readers engaged while they became educated on what to do with their money. Could the reasoning for choosing women subjects for the illustrations be similar in that they expect more young men to be in need of a check book?