The Cambridge Building Society brand regeneration

Challenge

The Cambridge Building Society identified a need to evolve and regenerate its brand in order to appeal to a wider audience, engage with its employees and adapt to the changing culture in a fiercely competitive financial landscape.

Strategy

Fundamental to this process was retaining the Society’s core values and track record of customer care, dependable service and community connection established during its illustrious history. The rebrand was to encompass every touchpoint, both internally and externally. To gain an understanding of current customer and staff requirements, Mobas analysed the marketplace and supported the Society’s management team in developing a new business strategy.

Mobas then set to work defining and delivering a radical rebrand, driving the traditional brand forward and strengthening its position for the future. This ambitious project relied on a wide-ranging yet cohesive marketing mix, from creative concepts to public relations. Mobas also worked with The Cambridge to organise a major launch event in the heart of Cambridge to unveil their new brand to their staff and the public. It was attended by key business leaders, members of the press and distinguished guests including the Mayor of Cambridge and the High Sheriff of Cambridgeshire.

Results

Together, Mobas and The Cambridge created a new brand identity that captures the Society’s four core offerings while injecting colour and vibrancy into every element of its communications. The brand continues to attract praise from both existing and new customers, and The Cambridge has experienced an asset bank growth from £800m to £1.14bn.

Mobas is now undertaking a language and cultural creation and deployment programme for The Cambridge that will run over a period of 12 months, the outcome of which will be a consistent language and culture running through every aspect of the business and every touchpoint with the customer.

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