Principality Building Society
A World of Possibilities
Role: Creative lead and creative producer
The brief
Despite a century-old purpose, Principality's employees felt disconnected from the company's strategy and goals. The challenge was to bridge this gap and build a stronger emotional connection to their shared legacy and future direction.​
The solution
I lead the creative direction for two films designed to inspire and inform. The first film's moving narrative tells the story of Principality’s dedication to its people. Heading to every corner of Cardiff to film local communities; from food banks to refugee centres, and pairing that with archival footage and home videos, the films footage thrusts the business’s historic bravery into the present day.
The second film – the explainer – continues to weave Principality's rich history with the current landscape and their future aspirations. It dissects and explains the company's mission, strategy, and goals in a way that's accessible, relevant and exciting for every employee, from head office to in-branch. The scrapbook-style visual language reinforces Principality's philosophy: that everyone, from every corner of the business, adds value and is essential to the collective vision.
The impact
The films successfully connected employees to Principality's strategy and goals by demonstrating how their enduring purpose has consistently adapted to serve an evolving population. We fostered a deeper sense of connection and shared legacy among staff, painting a vivid picture of Principality's proud past, tenacious present, and exciting future.
