All Together Money

Financial services branding to support a growing sector

All Together Money the credit union movement

Deliverables:

  • Brand strategy & positioning
  • Naming & brand platform
  • Brand identity
  • Messaging & storytelling
  • Campaign and rollout support

Breakthrough goal:
Modernise for the next phase of growth.

As the UK’s leading voice for credit unions, ABCUL had built a strong legacy supporting the sector. But with rising demand for accessible, community-driven finance and a growing opportunity to reach new audiences, the organisation needed to step into a bigger role. The transition to All Together Money wasn’t just about a new name, it was about creating a platform for growth and uniting the sector around a powerful purpose built on collective strength.

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All Together Money, logo rational

Ambition

To help ABCUL prepare for the next phase of growth in the credit union sector.

Demand for fairer finance is increasing, and credit unions are growing in both ambition and complexity. As the sector evolves, so do the needs of its members demanding access to a wider network of support, skills, and timely efficient communication.

ABCUL needed to ensure it was ready to meet those needs, and continue to play a leading role in supporting, connecting and representing the sector.

All Together Money Business Card
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Strategic direction

The opportunity – identified through our ClarityLab workshops – was to clarify what the organisation offered its members, and shape a meaningful purpose which strongly aligns to the union’s community-driven ethos.

This meant strengthening ABCUL’s offer across three key areas:

1. Supporting members with clearer, more accessible learning tools

2. Connecting the sector through a more integrated, digital-first community platform

3. Representing and lobbying with a stronger, more unified voice

This shifts ABCUL into a more connected, digital model built to support both the organisation and its members as they grow.

The new strategy needed a new name. A shift away from the acronym, to a name that represented their unifying role in the sector.

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Breakthrough idea

All Together Money – A movement built on collective strength

All Together Money captures the role ABCUL plays in bringing the sector together, while creating a shared way to communicate the fairer finance offer more clearly and consistently.

Internally, it builds alignment, giving teams and members clarity on purpose, direction and shared beliefs.

Externally, it creates a more confident and cohesive expression of the sector, with a visual identity and messaging designed to increase awareness and engage new audiences.

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The outcome

All Together Money is now better equipped for what comes next.

A more connected membership.

A more consistent way of communicating.

A stronger, more unified voice.

With the foundations in place to support growth and to help the sector realise its potential to enable millions more people to access fairer finance.

This refreshed identity signals more than a visual change. It represents All Together Money’s ambition to strengthen influence, improve member support and ensure the Association is positioned to champion the sector effectively in a rapidly evolving policy and regulatory landscape.”

Matt Bland, CEO, All Together Money