CLIENT:
The Cumberland Building Society
PROJECT:
Brand Purpose & Activation
The Cumberland Building Society
We worked with The Cumberland Building Society to create their new purpose and brand – and develop a new product with an integrated campaign to promote it.
A breath of fresh banking air
New market norms of banking favour convenience over compassion and robots over real people. The Cumberland proudly stands against this. They’re people-first, reliable and honest. They show real respect for their community and countryside.
We needed to share this with the world and present The Cumberland as an authentic force for kindness.
We developed a purpose: ‘A banking experience that’s kinder to people and planet’. And a brand positioning: ‘It’s In Our Nature.’
The visual identity had a hand-crafted feel, with photography that celebrated real lives, human connection and the beautiful Cumbrian landscape. The tone of voice and values championed the straight-talking, no-faff, warm nature of the region.
Mortgages. For squirrels.
Once we’d developed the purpose and brand, we came up with a product that put it all into action. Home for a Home mortgages, which donate to Cumbria Wildlife Trust to give nature a home too. Mortgages for squirrels, you could say.
We brought this charming, witty idea to life through an integrated campaign. A moving day with a difference, showing tiny furniture arriving at the home of a red squirrel. Because everyone should enjoy the special feeling that comes with a new home. Whether it’s a home with a roof. Or a home in a tree.
