Monumental Move: Launching Newcastle Building Society’s New Flagship

When Newcastle Building Society told us they were opening their new flagship store right in the heart of Newcastle, we knew it wasn’t going to be just another branch. Housed inside a Grade II-listed building, this is far more than a branch. It’s a space where people can meet, learn, work and get advice about money, all under one roof.

To introduce the Newcastle Building Society’s new home at Monument to the people of Newcastle, we created a launch campaign that felt just as welcoming as the flagship itself.

Monument represents Newcastle Building Society’s biggest investment in the city to date, so the campaign needed to show it was here for the people, not just their money. To root a powerful sense of community at the heart of the campaign, we centred the messaging around a simple, powerful idea: “Our place, built for the people.”

Across digital out-of-home, paid social, and in-branch displays, we ditched the usual polished, stock-photo clichés and put real Newcastle residents front and centre.

On radio, two powerful stories became the heartbeat of the campaign: Andrew spoke about living with anxiety and a stammer, and how, through the Building Society’s partnership with Skills4Work, he found support, confidence, and now thrives in two jobs. Eryn shared her journey with severe mental health challenges from a young age, and how joining an apprenticeship scheme with the King’s Trust and Newcastle Building Society became a turning point – helping her feel like she could do anything.

These weren’t polished voiceovers or scripted soundbites. They were proof that with Newcastle Building Society, membership means more than an account; it means community, mutual support and real people looking out for each other.

But the story didn’t just live in ads – it lived in the branch itself. Digital screens inside and outside the building showcased these community stories in real time, while bold in-branch posters brought faces and voices to life. Beyond Monument, outdoor displays and targeted social media amplified the message across the city.

To further connect with the local community, we also wrapped the Chronicle newspaper’s cover and ran a standout ad in the Journal, putting the campaign directly into the hands of Newcastle residents and ensuring no one missed the message.

Monument is also the first branch to unveil the Society’s refreshed brand identity. We introduced a broader, more vibrant colour palette, refined typography and enhanced accessibility to make sure the look and feel work for everyone. Monument became the live testing ground for these brand updates, with plans to roll them out across the entire branch network.

This campaign wasn’t just about opening doors, it was about telling Newcastle that this new space belongs to them. It’s a place to feel supported, make plans and be part of something bigger. Your new Monument is open.