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Meaningful Giving

Driving fame for a 170-year-old brand

The power of insight-led storytelling

Traditional thinking would suggest financial brands only care about numbers. But Skipton Building Society is about much more than just money. Established in 1853, the UK’s fourth largest building society appointed Jaywing to direct the long-term strategic roadmap for the brand. We created a highly emotive creative brand platform built around ‘meaningful giving’ - the idea that when your money is in a good place, you can afford to give to those you love. This allowed us to tell emotive stories about their customers spreading joy with their savings. We brought the brand to life across all channels – from TV ads to tweets, ITV sponsorship and everything in between – we’ve even created Skipton’s very own typeface made from their famous castle logo.

More than just money


Increase in brand consideration


Increase in ROI


more effective at driving new account openings

“Jaywing absolutely understood what we wanted to achieve and identified what makes us different, demonstrating how we can continue to evolve the brand and attract new audiences, whilst remaining relevant and without losing the equity we’ve gained over the years. We wanted a true partner agency that really challenged our thinking and Jaywing did just that - we're really excited to be working with the team.”

Lynne Cooke Head of Marketing