The challenge facing us with Principality Building Society was simple. Take recently created guidelines for a new corporate brand and apply them across the full range of marketing communications – including press advertising, brochures, point of sale materials, in-branch advertising, product literature and web design.
But what demands did the new brand place on us? Firstly, to bring Principality to a younger audience. So out went staid, safe design and in came work that was full of life, reflecting the diversity and colour of life in Wales. The focus was primarily on ‘local heroes’ – whether that be Principality itself or the people it served.
But what demands did the new brand place on us? Firstly, to bring Principality to a younger audience. So out went staid, safe design and in came work that was full of life, reflecting the diversity and colour of life in Wales. The focus was primarily on ‘local heroes’ – whether that be Principality itself or the people it served.
And we also had significant regulatory issues to take into account. The world of financial services advertising has undergone major upheaval recently, so we had a raft of new guidelines, rules and compliance concerns to manage in terms of both design and copy.