Making every moment matter to bring finance closer to home

Established banks, challenger brands, fintechs, traditional building societies… the mortgage and savings market is crowded. And staying relevant is tough.

Years of underinvestment in their brand, over-reliance on product-led comms and an average customer pushing the age of 60 meant Principality Building Society were struggling to stay in the race.

But with a new purpose in place, one thing they had was a strong foundation for building distinction. They are the building society that helps people thrive in every stage of their lives. Where if something matters to you, you can be damn sure it matters to them too.

So we stepped up to make that promise the thing that matters most, with a unifying organising thought of ‘Where Home Matters’. Then we applied it across every touchpoint. Every place they show up. Every day.

Over the last decade, we’ve used those three little words to launch and dramatise Principality’s difference across every brand moment. Galvanising employees, redesigning branches, creating cut-through integrated campaigns and forging enviable sponsorships. Putting purpose before product, everywhere. And capturing the minds of a younger audience in the process.

Transforming Principality Building Society into a brand that stands out and stands for something. A brand that brings home finance, closer to home.