As Melton Building Society approached its 150th anniversary, it partnered with MBA Group for a cohesive, purpose-led brand and omnichannel messaging infrastructure – reconnecting its mutual values with the members at the heart of its story.
Their story, rooted in member ownership, local impact, and charitable giving, was being diluted by a variety of narratives and non dynamic communication platforms.
The Challenge
Melton had all the ingredients for a powerful social brand – deep community roots, a not-for-profit mutual structure, and a long history of social impact. What was lacking was a cohesive way to express that identity, both visually and operationally.
With a major anniversary on the horizon, Melton saw the opportunity to reframe its brand and communications from the ground up. The goal was ambitious:
- Articulate its ethos through clear, purpose-led messaging
- Unite its charitable and community work under a single identity
- Modernise its communications to support both personalisation and scale
- Engage members meaningfully across all channels
- Build a robust infrastructure to support ongoing transformation
The Solution
Partnering with Studio Certain, the creative agency arm within the MBA Group, Melton Building Society embarked on a comprehensive social purpose brand repositioning journey to redefine its identity and better connect with its audience.
Rediscovering Purpose
This new positioning connected Melton’s mutual values to its track record of community investment, creating a clear purpose for future impact, helping consolidate Melton’s disparate charitable efforts as part of a bold, cohesive proposition.
The message was simple yet powerful: from small-scale donations to large-scale housing developments, every initiative now lived under a newly created brand layer that resonated with both members and the wider community.
Making Purpose Tangible
This new positioning was developed to articulate Melton’s purpose and values which focused on three core themes.
This gave Melton a strategic narrative that was built to scale, enabling local community stories and national campaigns to be expressed with clarity, authenticity, and consistency.
- Mutuality in action – Owned by members, working for members
- Giving back from within – Using dormant account funds to fuel social good
- Local hearts, national reach – Starting with branches, growing across the UK
From Purpose into Action
Melton recognised that purpose alone wasn’t enough. It needed a communications infrastructure that could support it. To fully activate Melton’s ambitions, the team partnered with MBA Group to implement Pulse. This combined strategic insight with the infrastructure needed to deliver seamless, personalised, and purpose-driven experiences across every channel.
Previously, member communications were fragmented, static, and not connected to real-time customer data. Now, with Pulse, Melton is laying the foundation for a personalised, data-driven, and omnichannel communications ecosystem.
Key capabilities of the new platform include:
- Direct integration with the core banking system for real-time personalisation
- Consistent communications across email, SMS, app notifications, and print
- A single workflow engine to manage both inbound and outbound messaging
- Support for transactional and marketing messages in one unified platform
- In-house training to empower teams to manage the system independently
The Impact
“Working with a partner that offers a wide range of solutions through the MBA Group has been really important to us. Bringing together relevant experience and expertise for broader conversations under one roof has been a great benefit. It’s clear that this collaboration is helping us move forward both strategically and operationally.”
CEO, Melton Building Society
Clarity Delivered: Operating with a clear, confident social and values identity that aligns purpose and member engagement.
Engagement Enabled: Members receive timely, personalised communications that resonate -across digital and physical channels.
Infrastructure Upgraded: A scalable communications system is now in place to support ongoing growth and modern mutual dialogue.