Brighter Banking From The Cumberland


The Challenge

When picturing a building society, most people remember the old savings books they used to take in when cashing in their Christmas money as a child. And as a 170-year-old mutual financial organisation, The Cumberland Building Society evoked much the same image for most of its audience.

So our challenge was to take this business, and make it relevant in today’s fast moving world. Highlighting The Cumberland of today as a forward-thinking challenger to banks. A business with award-winning everyday products, digital banking and customer services. A business *officially* with the happiest banking customers in the UK. And one that makes a positive contribution to the local region, with work in schools and across the wider community.

Delineo have found a way of telling our ‘Brighter Banking’ story in a thoroughly engaging and genuine way that ensures our community across the region identifies with the society.

Phil Ward The Cumberland


Delineo needed to develop a strategy that told The Cumberland’s story in a compelling and engaging way. So we used our three-sprint brand development process to define, create, and execute the perfect approach, emerging with a new brand positioning: ‘Brighter banking from Cumbria.’

Brighter Banking From The Cumberland


The next step was all about bringing ‘Brighter banking from Cumbria’ to life in an engaging, standout way.

So we captured a series of creatively diverse, colourful videos of real customers, to showcase all the ways The Cumberland makes everyday life a little bit brighter. Housed them together in a single Brighter Banking hub at And sprinkled some top-notch digital activation activity, aimed at moving perceptions and driving consideration of the brand.

The new positioning has only just launched, so watch this space for further updates.

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