"There is a great cultural fit between our two organisations and we are delighted to be working with The Cambridge"
Phil Harvey
Creative agency Fluid Ideas has developed a new brand identity for The Cambridge Building Society as the mutual steps up its drive to evolve and to enhance its appeal for the new decade.
The Cambridge, founded in 1850, is the UK’s 12th largest building society, with total assets of more than £1.45bn.
For almost a decade, The Cambridge has committed to evolving and investing in its brand and service to remain forward-looking and relevant for the future.
Following a tender process, Derbyshire-based Fluid Ideas has been chosen to lead on the creative strategy to progress The Cambridge’s brand for the future.
Fluid Ideas, which is based at Darley Abbey Mills, near Derby, has refreshed the promotional look and feel to introduce innovative and eye-catching CGI animations into The Cambridge’s advertising, social and web presence, which are new in the financial sector space.
It marks the first phase of an initial three-year partnership with the mutual.
Carole Charter, head of marketing at The Cambridge, said: “The Cambridge has evolved dramatically over the past decade, with a strategic and visual rebrand in 2011. Since then we have invested in our products and propositions, particularly our digital channel.
“The society has some exciting years ahead, with remaining relevant and keeping the needs of our members at the heart of our strategy.
“Fluid Ideas demonstrated innovative ideas which really fit in with our vision of the future. The team relates to, and fits with, our brand values, and we have tremendous confidence in their ability.”
Phil Harvey, joint managing director of Fluid Ideas, said: “The Cambridge is an ambitious organisation with a strong belief in branding and creativity.
“It is truly innovative and open to new ideas. As a member-owned society, it has a genuine social conscience and a desire to make a difference.
“There is a great cultural fit between our two organisations and we are delighted to be working with The Cambridge.”
