Founded in 1858, Dudley Building Society is one of the UK’s most established independent societies. Their ambition was to create a new 'consumer focused' positioning that was distinctive, friendly, and modern whilst retaining appeal with existing members.
999 was appointed to develop a new brand proposition and visual identity for Dudley Building Society that would give a better representation of the positive impact that they have on people’s lives.
Through a series of brand workshops and interviews with the leadership team, we uncovered a core proposition of ‘empowerment'. This shone through from their culture of innovation and impeccable customer service.
From there, our team developed the overarching concept of ‘Powering Life’. We updated the existing logo and personalised it by adding ‘Your’ before building society, to reflect that they exist to serve their members.
The visual and verbal approach utilises vibrant colours, and authentic imagery that reflects the impact that Dudley has on people’s lives. Overall, the new brand sets up Dudley for a brighter future.