Long-established and well-respected, this mutual financial organisation was suffering from an outdated image. A new Chief Executive had been brought in to reposition the brand and bring about a complete cultural change – and he chose us to help achieve it. 

 

After seven months’ research across all its markets, a complete rebranding included changing the name from National Deposit to National Friendly, to highlight the importance of mutuality without sounding provincial. We also overhauled the brand’s image to be more exciting and dynamic, moving away from old-fashioned photography and introducing a very distinctive, vibrant illustration style complemented by modern typography.

 

The changes to the brand have brought about massive changes elsewhere, too – recall of National Friendly has rocketed to 85%, and conversion rates from the new style ads have reached an unprecedented 22%.