Embarking on a growth strategy in 2013, at a time when trust levels in the financial services sector were low, Leeds Building Society initially were looking for a brand refresh that would leave core visual assets unchanged. However, strategic input from their agency helped develop the brief and widen the scope to a full rebrand, which was subsequently rolled out across the business with fantastic results. Since the new modern visual identity and customer-focused proposition launched, operating profits have increased 26% to £80.9million. This is an all time record level in 140 years for the business and significantly higher than UK economic growth of 2.6%. Record membership numbers have also been achieved with 69,000 new members added, taking the total to 721,000. The Building Society's colleague engagement index rose from 70 to 76% and 110 new jobs were created off the back of the success.