ClientHinckley & Rugby Building Society
ProjectBrand & literature
The BriefH&R wanted a fresh new look to make their public face match up with the modern, top notch services they provide to their customers. The new identity needed to be elegant, simple and timeless. H&R are a well known name in the region, so the new brand needed be inviting to new customers and to a younger demographic, whilst providing reassurance to their existing customers.
The ThinkingThe new identity is modern and bold, representing H&R in a professional and contemporary way. The colour palette uses two core brand colours – a professional grey contrasted with a more vibrant, modern green. A secondary palette is then used for the different products and services. The logo has landscape and portrait variations and can be used with the colours reversed, making it very diverse for the many uses it needs to span. To help communicate the values of the brand, we also defined a photography style featuring 'real people' that has been used throughout. We wanted the literature to be warm and inviting and felt this style of photography would help to achieve that.
The ResultThe Hinckley & Rugby team and their customers have welcomed and embraced the new brand. The identity has given a modern face for an established company – a statement that they are a company that moves with the times, but doesn't lose its values. The literature has also been a wonderful success. By grouping the literature by colour, customers have been able to find that they were looking for, also resulting in far less wastage. This is a broad ranging project that we're very proud of!
The new logo, fresh colour scheme and vibrant images are carried through into a comprehensively redesigned and improved suite of product brochures, corporate and business stationery and a modern and visually appealing website. For the first time in a generation, Hinckley & Rugby can feel truly proud of the image it portrays to it customers on the high street, by post and online.Marketing & PR Manager, Hinckley & Rugby Building Society