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The Cambridge Building Society poster suite

Clear and consistent messaging


The Cambridge have numerous branches across Cambridgeshire and, while some stores are evolving in their design and offering, it is important that all branches deliver the same brand experience through clear, strong, consistent messaging. Over time, The Cambridge found they were displaying a lot of messages in a range of creative styles. The challenge for Mobas was to streamline the posters and design a suite that worked together to communicate the brand in its most contemporary form. 


Our creative team started by reviewing the individual service offering briefs to create a hierarchy table showing where the messaging sat over three tiers. We had to distinguish between top-level messaging (level 1) specific product within a service (level 2) or functional messaging (level 3). The approach allowed clear vison on what type of message we should be delivering for when further posters are briefed in, helping with both clarity and consistency now and in the future. 


A suite of five new posters was designed, carrying a clear brand message in a style that is consistent and reflecting of the brand. Posters were created across all levels and included: savings, home insurance, online services, remortgaging products and appointment bookings.


The outcome enabled The Cambridge to offer all their customers a comprehensive brand experience across all branches that was consistent. Refreshing the posters gave a lift to the overall look of the branch but also allowed The Cambridge to convey their current brand positioning.

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