INSIGHT

Today’s consumer is impatient. People want products and services that are instantly relevant to them and they want them quickly.

In the competitive financial services market, if you’re not relevant, you may as well not exist. Principality was established in 1860 and has focused on delivering outstanding member value since then. Traditional values alongside traditional products. But, how do you compete against strong, innovative competitors? How do you attract younger customers to create lifelong relationships with?

You give your brand a purpose, and you make an impact.

Create

Helping people prosper in their homes at every stage of life.

A new organisational positioning that would turn Principality into a brand with a purpose was the answer. With its average customer pushing 60, Principality had to become attractive and relevant to new, savvier consumers, without alienating existing members. We re-invented them as a building society that gets its modern customer. By encapsulating the new proposition into a strapline that could be used externally and internally, we brought Principality ‘home’.

Principality Building Society. Where home matters.

We created a fresh new look and feel, making sure that home was at the heart of everything we did. From a new logo to detailed brand guidelines, new tone of voice, branch interior design, website design, product innovation and much more.

“We all felt a great duty of care towards this brand that holds such deep roots in its Welsh communities. It's been hugely rewarding to bring to life Principality's uniquely warm, caring personality along with its ambitious positioning for the future.”

Kate Gorringe
Creative Director
Mr B & Friends

A picture says a thousand words

Our new photography style helps to reinforce Principality’s new positioning. Each image focuses on scenes and scenarios in and around the home. And as these are real homes, they aren’t perfect.

A new brand with a heart

From a new logo to detailed brand guidelines, new tone of voice, branch interior design, website design, product innovation and of course activation of the exciting new sponsorship programme of Principality Stadium in Cardiff.

Hungry for more?

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