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’.
In the last five years, we’ve 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, product literature, regular above, through and below the line integrated campaigns and much more besides.
Principality Building Society
6 year ongoing programme
Strategy, Creative, Digital, Client Services