Coventry Building Society – Branch Re-Design

Having worked for a number of years manufacturing and installing signage for the Head Office premises of the Coventry Building Society estate, Sign Systems were invited to produce a prototype fascia sign within the proposed new brand guide lines as part of their Branch Re-Design initiative Discussions took place with both the Coventry Building Society Property Department, senior members of the Coventry Building Society Marketing team, the design agency Allen International and Sign Systems before the prototype design was conceived. The new corporate design included an innovative feature to the fascia which was a blue illuminated bottom edge. This feature was also to be applied to the outer edges of the projecting sign. In July 2017 the wrap around facetted fascia and projecting sign were installed on the Staff/Goods entrance of Economic House in Coventry for internal stakeholders to review.

The Holbrooks branch was used as a trial fascia refurbishment in April 2018. It wasn’t the easiest of branches to work on due to the facetted corner fascia and the sloping ground. However, it did prove the branding would work in the most complex of buildings.

It was our first opportunity to see how the unique lighting scheme performed at night. The results were stunning.

Moving forward, in April 2018 Sign Systems produced the external signage for the pilot branch at Coventry Building Society in Leicester to showcase the new concept and revised branding.

Following a detailed review of the pilot scheme by Coventry Building Society stakeholders, it was agreed that changing the blue “Building Society” lettering to white would improve High Street visibility.

A Branch Redesign Rollout programme was mobilised, and Sign Systems were invited to tender for both the internal and external signage for which we were successful.

The first branch in the roll out programme to be treated to the rebrand was the Birmingham branch on Corporation Street in August 2018, closely followed by the branch at Merry Hill. Both these branches were new sites rather than refurbished sites which gave the designers, architects and ourselves a blank canvas to apply the new brand design.

Internally, our work involved complimenting the unique static furniture with printed fascia boards and cupboard doors, frosted manifestations to the glazed meeting rooms and windows, digitally printed ATM backgrounds and three dimensional lettering. The concept successfully translates in a variety of locations, focusing on creating a warm, open environment to improve customer experience. This includes a ‘Community Heart’ within the branches dedicated to supporting local communities through fundraising with the space being used to run information sessions in some of the larger branches, featuring a permanent Book Swap feature as well as branch-led initiatives such as cake sales and raffles. Our 3D lettering ensures this is a standout element within each branch.

The Dashboard is a prominent feature in every branch and acts as the information point. It is headed by halo lit three-dimensional lettering and features a custom-built clock designed and built by Sign Systems.

Manifestations are used maintaining subtle branch connections (e.g. the stained glass from Coventry Cathedral) for the meeting rooms’ privacy, to ensure the glazing was DDA compliant and to further enforce the branding around the ATMs.

From the beginning, Sign Systems were involved with planning of the rebrand programme and part of our brief also involves applying for the signage Advert Consents from the relative local authorities. Coventry Building Society branches are located in city centres as well as the more rural locations. To date there have been several branches in Conservation Areas and even some Listed Buildings. These all create their own challenges and the signage design has adapted to reflect this whilst staying true to the Society’s branch identity. Below is a typical version of a new fascia design within the conservation area of Chipping Sodbury.

Looking to the future, Coventry Building Society’s branch redesign project continues to progress across its network. With the experience gained on completed branches we look to become more cost efficient through value engineering without losing that quality feel.

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