Brave Spark Tells People ‘It’s Better to Belong’ in New Brand Platform for Leeds Building Society

Leeds Building Society, the mortgages and savings mutual, is launching its largest brand campaign yet, including the introduction of its first ever brand strapline and a multichannel marketing campaign created by Brave Spark.

The campaign focuses on why ‘It’s better to belong’ and shows customers how saving with Leeds Building Society isn’t just good for them, it’s good for others too. Whether that’s helping first-time buyers onto the housing ladder or supporting savers, Leeds Building Society is committed to helping communities thrive.

The new brand platform sits so prominently at the heart of Leeds Building Society’s mission that ‘It’s better to belong’ has been introduced as the mutual’s first ever strapline, with the messaging appearing across external and internal communications.

Nikki Dixon, director of brand and marketing at Leeds Building Society, said, “At Leeds Building Society, we know the importance having a place to call home has in establishing a community, allowing people to create roots and to prosper as a result.  

“A century and a half on from our founding year, the Society continues to do what it was set up to do – to help people save money and to buy their own home.

“This new brand platform captures our mission to help members support one another through our mutual ethos, with our member’s savings funding the homes of our mortgage holders.

“This mutuality is perfectly captured in the campaign and demonstrates how our members are supporting their communities.”

To launch the new brand platform, creative studio Brave Spark has developed an integrated campaign for Leeds Building Society showcasing what it means to belong. The activity, which includes digital, press, outdoor, social and radio work, features a number of heartwarming, candid moments depicting communities in Great Britain.

Shot in Leeds by award-winning lifestyle photographer Jack Terry, the work shows members of the community coming together, being neighbourly and visiting branches, which Leeds Building Society is committed to keeping open to help high streets thrive.

Meanwhile radio spots further explore what it means to belong in a diverse, modern Great Britain, with ads featuring the voice of Emmerdale actress Amy Walsh. Media planning and buying for the campaign has been handled by RocketMill. 

Beccy Dye, head of brand at Leeds Building Society, said, “Belonging can mean many different things to different people, but ultimately that sense of community is at the heart of our purpose, and was why we were founded in 1875.

“Through the launch of this new brand platform we hope to communicate to savers and borrowers all the reasons beyond rate why they might consider Leeds Building Society as their savings provider or mortgage lender.”

Rebecca Vickery, managing director of Brave Spark, said, “Communities thrive when everyone has a place to belong. And Leeds Building Society is a mutual worth belonging to. With our latest campaign, we wanted to showcase the importance of community spirit to customers of all ages, whether they’re first-time buyers or they’ve benefited from a Leeds Building Society savings account for decades. We’re incredibly proud of the results.”

Brave Spark has worked with Leeds Building Society for almost two years. In 2023 it collaborated with the organisation to launch ‘Losthaven’, a fictitious city representing a lost generation of first-time buyers. Leeds Building Society is committed to improving hopeful homeowners’ chances of owning a home, with 1 in 2 of its mortgages going to first-time buyers. The business has also stopped lending on second residential homes to free up housing stock in the market, and has partnered with Barnardo’s to help young people leaving care who need housing, education and other support.