Most building societies say they’re human – then drown you in corporate waffle.

I helped create a brand for The Cumberland that actually felt like the people behind it: warm, honest, no-nonsense.

We defined a new purpose: banking that’s kinder to people and planet. Then gave it a positioning rooted in place and personality – It’s In Our Nature. A brand with real Cumbrian heart.

I developed the tone of voice and behaviours to match. Straight-talking, grounded, and genuinely lived across the business.

To launch it, we created Home for a Home mortgages, supporting local wildlife with every loan. Or, as we put it: mortgages for squirrels.