New brand for Leeds Building Society
Dinosaver is a savings account that aims to educate kids on the benefits of saving from an early age through three different 'Dinosaver' characters.
The concept was created after The Engine Room were commissioned to re-brand the Society's previous Children's Savers account. "The Society was looking to refresh its YoungSaver account to bring it up to date and make it more relevant to children." Explained Greg Potter, Marketing Manager. "In addition, we wanted to develop a brand for the account which would also allow us to build on our community involvement. When The Engine Room presented the DinoSaver, I knew straight away that this would fit the bill perfectly. The Engine Room, through knowing the Society's aims, demonstrated a thorough understanding of the brief."
The project included developing the name, identity and supporting branch marketing literature. Each character has its own method of saving money so children can choose which method suits them best. Dinosaver was rolled out across the Society's branch network in August.
