Leeds Building Society rebrand

by Thompson Brand Partners

We are proud to have just completed a new brand proposition and visual identity for Leeds Building Society, the UK’s 5th largest with over 700,000 members.

  • The new proposition is based around the benefits the Society brings to its members’ lives through its products and services.

    Since its establishment in 1875, Leeds Building Society has been focused on delivering products and services designed to help its members get on with their lives by saving and buying their own homes. This continues to lie at the heart of the organisation.

    The new proposition will help drive all aspects of how the Society operates and help it to deliver the best possible service to members. To embed the proposition, we have been working with the client team to deliver a colleague engagement programme throughout the UK, via a series of interactive workshops. This has been supported by a multi-channel internal communications campaign that has included the development of a social networking platform for colleagues.

  • We have also designed a new, modern visual identity to support the proposition. The new identity is in the process of being applied throughout the Society, including branch frontages, staff uniforms and sales campaigns.

    The Society has also just launched a new website, which we have designed and built with our friends at What Creative. This has involved a new approach to UX and customer journeys, a new site structure and new imagery, all designed to bring the brand proposition to life online. The site content has also been reviewed and brought in line with the new tone of voice. The website leads a number of developments to the Society’s digital communications.

  • Head of Marketing and E-Commerce Nikki Marsh has overseen the transformation in the brand. “This is a huge step forward for the Society, as we strive to achieve our vision of being Britain’s most successful building society. The Thompson/What team has led us expertly through the complex process of looking at ourselves, re-articulating what our brand stands for and bringing that to life in a modern and effective way that makes sense to existing customers and potential new ones.”

  • Our MD Nick has thoroughly enjoyed working with the client: “I think we have all come a lot further than we expected when we won the pitch this time last year. The attitude of the whole team at Leeds Building Society has been really refreshing – they’ve shown a huge appetite to embrace change, challenge themselves and look to build their brand in ways that have not happened in the past. The Society has just announced another excellent set of financial results and the brand will play a much more active role in supporting future growth.”

    Chris Kemm, MD of What Creative adds: “In developing the new site, we have overhauled the existing content, improved the user experience and delivered one of the very few fully responsive sites in the financial sector. The design, functionality and content have all been driven by the brand proposition, and we are delighted with the finished site and the experience of working with both Thompson Brand Partners and Leeds Building Society.”

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