MOBAS CREATES RADICAL REBRAND FOR THE CAMBRIDGE BUILDING SOCIETY

Integrated brand, design, digital and PR agency Mobas heralds a brand evolution for The Cambridge at a pivotal time in the Society’s history

Spring 2011 sees the unveiling of The Cambridge for the future following a significant rebranding journey undertaken by Mobas to drive the traditional brand forward and strengthen its position in a fierce financial landscape.

Early stages of the new brand identity demanded extensive market research, forward-thinking creative concepts and the involvement of existing members. Anonymous focus group events were held in order to gain valuable insight and ensure that The Cambridge could truly deliver what people really want and that Mobas could communicate the culture change and drive the message home.

The outcome was overwhelming and has been integral to the shaping of the business strategy and rebranding process. Customers called for a confident fresh look: something vibrant that reflects optimism and a positive approach, far friendlier than a faceless bank, yet still with all the relevant products essential to local communities. Mobas set to work on a radical rebrand by embracing the research and encompassing a complete marketing mix from creative concept to public relations.

Mark Smitheringale, Head of Sales and Marketing at The Cambridge Building Society said: “The rebrand is already proving to be a great success, with positive feedback from staff and customers of The Cambridge. The new vibrant logo reflects the future of the Society and our vision to move forward and become far more visible in the local area. Mobas took our brief and created a concept that will communicate this vision and give us the prominence that we need to expand our business, whilst continuing to satisfy the needs of our existing customers. We foresee that the new brand will go from strength to strength and will help to open up exciting new opportunities for The Cambridge”.

Commenting on the project, Sonia Lawrence, Client Development Director for Mobas, said: “We started in June last year, with a series of workshops to analyse the marketplace and set the brand strategy for The Cambridge – at that point in time we had no idea what the final brand identity would look like. We’re delighted with the vibrant, professional and welcoming new look. Needless to say, the positive and collaborative relationship with the teams at The Cambridge has made the entire process a pleasure”.

The launch to celebrate the bold new rebrand saw a ‘live reveal’ in the centre of Cambridge where key business leaders, members of the press, the Mayor and High Sherriff all witnessed the unveiling of The Cambridge for the future. It was a night to remember and Hellena Barnes, Head of PR at Mobas, who worked alongside the Marketing Team at The Cambridge to help coordinate the launch event at Emmanuel College, said: “A live unveiling in the heart of the city was indeed thrilling; there was a real sense of anticipation and the evening was a phenomenal success. These are exciting times for The Cambridge and we are truly honoured to be part of their journey”.