A vibrant new brand identity from Truth Creative celebrates Furness Building Society’s unique role at the heart of the Cumbrian community for over 150 years, while providing a strategic platform for the products and services that members want today.

Whether it’s saving for something special, or borrowing money for a home or business, the Furness has embraced the needs of people in England’s southern Lake District since it was established in 1865. It has also played a vital role in increasing the stability of a collective community of savers and lenders.

But changing habits among its members meant the mutual wanted to rethink the way it is branded.

Headquartered in Barrow-in-Furness, Cumbria, Furness had an established brand but no defined proposition and positioning from which to develop strategic initiatives addressing the new ways that people now want to 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.

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 trueand important today as it ever has.

“Our new brand is inspired by our local environment, community and our serviceto our members, which is at the very heart of our society. I am incredibly proud of what the team has produced alongside Truth Creative, I can't thank them enough.”

Jonathan Cartlidge – Furness.

“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.

Furness needed to protect its brand heritage while providing a platform for it to build future growth through the products and services customers now expect.

Mutuals offer many benefits over other providers of financial services and it’s been an absolute pleasure for the team at Truth to work with the management team and ensure that this brilliant brand is fit for the future.”

Jo Scott – Co-founder of Truth Creative.

Truth Creative’s work for Furness includes:

Brand Audit
Customer Value Proposition
Brand Lab
Brand Identity and Guidelines
Film and Motion
Internal Launch / Event
Campaign Launch
Brand Book
Head Office Branding
Photography Shoot / Art Direction

For further information, images and interview requests contact Jo Scott on jo@truth-design.co.uk 

NOTES TO EDITORS

About Truth Design

Established in 2006, Truth Design is part of the Truth Creative group and is co-owned by Darren and Jo Scott. The group also consists of Truth Digital and Truth PR. Truth provides creative, digital and branding solutions for clients within a diverse range of sectors, including retail, hospitality, luxury, education and charity.

Find out more at www.truth-creative.co.uk or on Twitter @Truth_Creative.