Darlington Building Society


What we did

• Brand Platform
• Brand Identity
• Brand Guidelines
• Internal Comms
• Print
• Signage
• Livery
• Copywriting

Operating through 10 branches across County Durham, Teesside and North Yorkshire with an impressive £612 million turnover, Darlington Building Society provides a host of different financial services such as savings accounts, mortgage products and home insurance.

We took the building society through brand platform workshops designed to reassess our client’s values, vision and mission and offer up an in-depth
view of the business, allowing Shift to take a strategic and effective approach
to creativity.

The core focus of Darlington’s rebrand was humanising the building society’s new brand identity with a personality that visually reflected their benefits, dedication to its local community and internal culture of staff members. We communicated this through the introduction of a smile icon using the ‘on’ element of ‘Darlington’ which gave the brand a point of difference and impact in the market place. Internally, we were then able to apply the branding to the Society’s products, such as mortgages – ‘Moving On’; investments
– Saving Money’ and insurance – ‘Home Protection’. The new identity has been rolled out across the Society’s entire branch network and communications.

DBS-Brand first DBS-Brand second

An enormous amount of hard work, planning and creative inspiration

"The successful launch of our (Darlington Building Society) new brand identity sees the culmination of an enormous amount of hard work, planning and creative inspiration. Our new look has been created and implemented by our Harrogate based agency, Shift Brand who helped us rediscover our brand values and heritage translating these into the approachable ‘Darlington’ logo and smile icon.

We are really pleased with our new brand image which has been well received by our members and the financial community and reignites the Society for the future"
Colin Fyfe, Chief Executive
Darlington Building Society
Print Proofs
DBS-Put Kettle on
On the move

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