Halifax revitalises brand

Halifax has unveiled a revitalised, challenger brand identity, representing a new era in its signature, colleague based campaigns. Its new identity, Halifax 'the people who give you extra' will see a new 'Halifax Community Choir' hitting screens this Sunday evening (18 September) during X Factor.

Going back to its roots, the relaunch will build on Halifax's past strengths, and move forward with a sense of renewed pride, appetite and energy in the brand. The Halifax Community Choir, which will feature in all TV advertisements, is made up of over 100 Halifax colleagues from across the country, ranging from mortgage advisors to bank cashiers, all of whom auditioned for the chance to represent the bank. 

This follows the Group's strategic review in June 2011, where António Horta-Osório, CEO, committed to revitalising Halifax as a leading challenger in UK retail banking.

David Nicholson, Group Director, Halifax Community Bank said "Halifax has long been a brand to be proud of, and now is the time to move forward and build on that. We intend to shake up the High Street with new and existing offers that challenge the norm, and we need a brand to match that. Our people are at the heart of our success, so it was only natural for us to continue to let our colleagues bring our brand to life. Our people are proud to work for this bank and want to show that pride once again."

Catherine Kehoe, Brand and Marketing Director, added "The Halifax Community Choir perfectly expresses the passion, energy and warmth associated with Halifax, and the new adverts depict a fresh sense of professionalism, quality and reliability that is guaranteed when banking with us. This is the beginning for the choir. We have lots more planned for the choir, who'll be reaching out to our customers and communities."

Halifax challenger stats;

Halifax ISA Promise
Halifax Reward Current Account
Halifax Clarity credit card
The Halifax Bright Spark programme*

*Building on the choir principle that our colleagues champion our customers' needs, Halifax will, from September 2011, introduce the 'Bright Start' programme. This will see 1000 colleagues become nominated 'Bright Sparks'. They will be appointed in branches and teams across the country. Each one will set targets to make our customers better off and drive bright ideas into the heart of the Halifax culture, through the development of simple, straightforward and innovative initiatives.

Halifax worked with Adam & Eve, a leading communications agency, to develop the relaunch.  Developing the brand strategy to be centered around three core values; rewarding customers, being straight-forward and sharing enthusiasm.