In the UK, the specialist mortgage lending process is time-consuming, overly complicated and unclear. Therefore, mortgage lending brokers are often time-poor and in need of services and products which increase reliability, transparency and simplify and speed-up the lending process.

Precise, a mortgage lending company, has done just that. It has streamlined its processes and brought to the market a series of straightforward and simple products, bringing greater clarity and efficiency to the mortgage lending process.

We worked with Precise Mortgages to rebrand their organisation to reflect their position in the market as the brand that makes lending simple.

The budget was a modest £253,000 covering brand strategy, brand identity design and launch campaign creative concept and planning.

In a sector where bright colours, cluttered design and flashy graphics are the norm, we developed a brand idea to ensure Precise stood out by powerfully capturing what they stand for.

‘Boldly Vanilla’ celebrates Precise’s simplified and clear approach to mortgage lending. It’s a brand idea which brings attitude and personality to being straightforward and predictable – valuable traits in a sector that seems to default to over complicating things!

Every brand identity asset, from tone of voice to photography, has been designed to be as brutally reductive as possible, to echo the brand’s ethos to strip back the complexity of the process of lending.

We created a brand identity to reflect Precise’s simplified lending process and products. Our creative idea ‘Boldly Vanilla’ brings personality to being straightforward. Every design decision is about simplicity. The logo is just the name. Set in the headline typeface, a bespoke cut of Motorway – it’s designed to be read at speed, perfect for time-poor brokers! The imagery is everyday objects “cut out” to cut through. A direct and attitudinal TOV in the messaging reinforces our passion for simplicity. And of course, our colour is Vanilla, a bold choice within a sector of loud colour palettes.

At the launch, digital touchpoints were chosen to reach brokers online when they are processing applications.

The brand launched this March 2024.The brand tracking survey is in process, but within

the first week of launch, almost one million people were reached via specialist mortgage

trade press. So far, the initial feedback has been extremely positive.

‘I’m really proud of the work done to date by the full team and it’s such a powerful brand expression we need to make sure we live up to and continue to execute precisely!’

Jon Hall, Group Managing Director, Mortgages and Savings