The Stafford Building Society
For over 140 years, The Stafford has been helping people to build brighter, more secure futures. A mutual building society owned by its members, The Stafford provides straightforward mortgage and savings products at competitive rates, helping local people to buy homes and save money.
Challenge
Established in 1877 and previously known as The Stafford Railway Building Society, the society wanted to drop 'railway' from its name and rebrand to develop a more modern, robust identity. Along with a more up-to-date and engaging brand identity, the building society wanted to strengthen its online presence, increase customer engagement across all areas and attract a new, younger generation of house buyers and savers.
Solution
The rebranding of the Stafford-based building society began with a brand workshop to get under the society's skin and tap into its USPs. Thought-provoking games were played that allowed the senior staff to think about the building society as a brand and its unique personality. Along with the new name 'The Stafford', a fresh, modern identity was created, including a new colour palette, a new, more modern font, a new website, fresh imagery, a new tag line and a new tone and voice to better connect with and engage a younger audience. The building society's new logo features the iconic Staffordshire knot to align with the society's location and local history.
Results
The Stafford are thrilled with their modern and distinct rebrand, which was rolled out across all areas of the business. A brand book, in-branch posters, social media graphics, large format pull-up banners, a staff handbook and business cards were just some marketing materials created for the society's hugely successful rebrand.
