A refreshed brand is born

29 January 2020 • Corporate

We’ve learned a thing or two over the past 170 years. And one
of the most important lessons is that if you’re ever standing still,
you’re in danger of going backwards.

Times change. It’s been more than a decade since our last visual refresh, and we
sensed it was time for our brand to change too. Not because our ethos or passion for
the people of Cambridge has evolved. But because the world has. And we always
want to remain relevant for our diverse customers of today and tomorrow, so that we
can share in their biggest moments for another 170 years.

That’s why you’ll see some fresh faces in our branches and throughout our brand.
From dancing eccentrics to hopeless romantics, these new characters are helping to
create an endearing new identity that will stand out in-store, on social media and
across our printed campaigns.

The eagle-eyed out there will notice some tiny changes to our logo too. It’s all about
a digital-first approach to our brand and marketing, which combine to offer the
perfect blend of vibrant design and eye-catching content. But beneath it all is an
important and steadfast promise. We’ll be here for your biggest moments.
We were already proud of our unique new identity. But the positive feedback from
our members and teams has been overwhelming (the five year-old customer dancing
along with our rock star character must get a special mention!). We’re looking
forward to the future of our new family of characters, and to pushing the boundaries
of financial branding with our new creative partners – Fluid Ideas.

Keep an eye open for more information in the next edition of our member magazines
and across our social channels. And if you have any questions about our plans for
the refreshed brand, we’ll be here.