Leeds Building Society


Need to think differently

Leeds Building Society is the UK’s 5th largest building society with over 700,000 members. Through careful management, the Society weathered the recession well and has been able to retain both very strong capital ratios and high levels of profitability. With levels of trust in the sector remaining very low, the Society developed a new 10 year vision to be Britain’s most successful building society and we were brought in to develop its brand to help support these ambitions. A core requirement of the strategy was to appeal to new, younger members whilst not alienating the older, existing members.

Helping people get on with life

Following extensive research, a new brand proposition was developed to help drive all aspects of how the Society operates. This was embedded through a UK-wide colleague engagement programme, via a series of interactive workshops and supported by a multi-channel internal communications campaign. A modern visual identity was introduced which reflect the core activities. This has been applied throughout the Society, including branch frontages, staff uniforms and sales campaigns. With a new approach to UX and customer journeys, a new site structure and new imagery, we have also designed and built a new website with our friends at What Creative.


Head of Marketing and E-Commerce Nikki Marsh has overseen the transformation in the brand.

“This is a huge step forward for the Society, as we strive to achieve our vision of being Britain’s most successful building society. The Thompson/What team has led us expertly through the complex process of looking at ourselves, re-articulating what our brand stands for and bringing that to life in a modern and effective way that makes sense to existing customers and potential new ones.”

The new website has been met with great success, recently being ‘Highly Commended’ in What Mortgage’s 2014 Best Lender Website awards, as judged by a panel of nearly 20,000 readers – evidence of a site truly designed with users in mind.