To create a unique and captivating brand for bridging lenders West One Loans, that positions them as thought leaders in their industry and allows them to stand out from their competition both on and offline.
With only the logo carrying through from the existing brand, a back-to-basics branding approach was taken. Working closely with the client, we constructed a strong landscape-based hook, which resonated with clients’ concerns and represented the security provided by West One Loans in an ever-changing difficult financial climate. This client-focused message rolled out initially as an adverting campaign supported with ‘super-real’ illustrative imagery, aspirational messaging and a strong colour palette to provide an empathetic and trusted solution.
This new visual identity formed a solid platform to enable us to address West One’s key business challenges by negating any negative or misconstrued perceptions of bridging finance.
The brand created standout in the industry with a fresh approach to an otherwise conservative financial sector. The messaging and differentiation clearly positioned West One as thought leaders through the use of innovative marketing and thought provoking content. This included setting up a YouTube channel featuring an animation created to educate the marketplace on the benefits of bridging finance and what it can be used for. A quarterly newsletter called Horizon is available online and features industry opinion, stats and information such as the West One Bridging Index, collated from across the Bridging loans sector and currently the only industry standard for Bridging.
The website was redesigned and built to align with the new visual identity, giving West One more flexibility in being able to add campaign content to the site, including monthly lead generation and rationalising the existing menu structure to be more user friendly. West One’s event collateral was also created to reflect the new design and has brought standout and received great interest.
Excitement for the brand continues to grow and it reaches new audiences every day.