IT'S BETTER TO BELONG

Leeds Building Society needed a brand refresh that would deepen its emotional connection with customers and reinforce its role in modern communities.

We created “It’s Better to Belong”—a brand platform that celebrates the warmth and togetherness of LBS customers. Through heartwarming stories across film, social, radio, press, and OOH, we showcased how belonging to LBS isn’t just good for your savings—it’s good for society too.

A fresh, purpose-driven identity that positions Leeds Building Society at the heart of modern, communal Britain.

Photographed by Jack Terry

Listen to the LBS head of marketing talk about the campaign here