Cumbria’s Furness Building Society’s is celebrating its upcoming 150th anniversary at the heart of the Cumbrian community with an extensive rebrand from Truth Creative.
The building society has been at the heart of the Lake District community since it was established in 1865, but the mutual wanted to rethink the way it is branded to reflect the changing habits of members and the way they access financial services.
Truth’s work will enable the mutual to modernise without losing any of its brand equity, serving the changing needs of new and existing customers, who now expect to be able access services and products both digitally and in branches.
Truth Creative’s Truth PR division already provides SEO, copywriting and social media content services for Furness. The agency conducted a brand audit and developed a customer value proposition before working on the refreshed brand proposition.
Truth is now supporting Furness’s branch branding strategy and will implement the brand’s rollout across all touch-points.
Truth has also been retained for campaign work across digital, branch and social media campaigns.
Jonathan Cartlidge, head of customer strategy at Furness, said: “We have been working hard to create a new identity for Furness which reflects our continued mission to help empower people in the North West and Cumbria to come together and invest in each other – as a community, for the community. The mission remains as true and important today as it ever has. Our new brand is inspired by our local environment, community and our service to our members, which is at the very heart of our society.”
Jo Scott, co-founder of Manchester’s Truth Creative added “Truth’s work was all about helping Furness to embrace its community, with an identity supporting its locality in Cumbria and the North West. It is now a brand with a defined purpose, proposition and the flexibility to attract early adopters, cementing its future as a building society and a force for good.”
