Skipton Building Society
Meaningful Giving
Skipton Building Society is about much more than just money. Established in 1853, the UKs fourth largest building society appointed Jaywing to direct the long-term strategic roadmap for the brand. We created a highly emotive creative brand platform built around ‘meaningful giving’ - the idea that when your money is in a good place, you can afford to give to those you love in life in the heartfelt moments that matter. We’re responsible for bringing the brand to life across all channels – from TV ads to tweets, ITV sponsorship and everything inbetween – we created new Skipton brand language and guidelines that helps modernise the brands perception. Resulting in We even designed a brand font inspired by their famous castle logo.
Services
Brand Strategy
Creative Direction
Design
3D Visualisation
Film
Thoughtful Reduction
We modernised the brand’s visual language so it worked within both traditional print and digital applications. Helping to engage a slighty younger demographic.
Building new scenarios
We created a 3d illustration style that could be utilised when photography wasn’t suitable or over used. This gave us the option to create animations that illustrated events in peoples lives. Buying/moving house. The arch became a shorthand for the castle.
Dynamic Pattern System
A tactile variant of the graphic pattern system was also developed
Result
17% Increase in brand consideration
8% Increase in ROI
79% More effective at driving new account openings
“The project identified what makes us different, demonstrating how we can continue to evolve the brand and attract new audiences, whilst remaining relevant and without losing the equity we’ve gained over the years.”
Lynne Cook, Head of Marketing, Skipton Building Society
Overview
