Darlington Building Society pledged to invest 5% of all net profits into their local
communities over a 12-month period. We felt that such a generous contribution
deserved to be given a campaign that put the number 5 at centre stage and
emphasized how deeply the building society cares for the areas that it serves.
Within our illustrations of the number 5, we incorporated the meaning of each
associated affinity partner. The three core causes Darlington committed to helping were medical research, building the general community and combatting loneliness in the elderly.
The building society released a new set of 5’s each quarter which became a focal point throughout all branches, social media platforms and featured heavily in the annual report, even making the front cover.
In total, we decided to create 12 designs of the number 5 in order to create
momentum and push the profile and importance of these charity organisations.
The 5% campaign gained such success that it has now become an annual
movement that Darlington Building Society has devoted itself to.