Nationwide’s a building society, not a bank.

This distinction is absolutely fundamental to who we are and how serve society. And yet telling the Nationwide story in a way which is noticed, felt and acted upon had never been achieved as powerfully as it should.

The lines between building societies and banks had blurred and Nationwide needed to set itself apart in order to build a powerful brand long-term whilst supporting the changing business needs day to day.

This was achieved through a more distinctive identity, a powerful and flexible Voices platform that put the voices of everyday people at the core of the brand and, crucially, allowed the brand be more responsive, creating work close to the cultural context in which it would run.

Ultimately this is a story about how marketing has worked to support significant growth within the business by doing what marketers do best: telling a powerful brand story both inside and outside the organisation.

Agency: VCCP
Winning category: Brand Evolution
Members, please ensure you are logged into the website to...