Leeds Building Society, which was established in 1875, is the UK’s fifth largest, with around 700,000 customers.
The new proposition is based on ‘delivering the best possible service to customers’ and has been embedded through workshops with Leeds Buidling Society employees UK-wide and establishing an internal communications campaign and an employee social networking platform.
A new identity introduces a triangular roof-shaped device, which will be applied to branch frontage and signage, staff uniforms and customer communications.
Thompson Brand Partners managing director Nick Ramshaw says the identity is ‘intentionally simple and progressive’, and adds, ‘The roof device refelects their core activity, which is helping people save and get a mortgage for a home.’
Thompson Brand Partners commissioned What Creative to design and build a website which resolves to integrate the positioning by creating a new user experience, focusing on customer journeys, navigation and a new bank of imagery. Messaging and tone of voice has also been revised.