Advantage Finance, a car finance group, had seen huge organic growth in their 25 years of business. A company doing exciting things, responsibly, in the non-prime finance sector, championing their customers and investing in their people. But their brand didn’t convey any of this.

We gathered a key group of truth-tellers from across the business in a workshop to really get to know them. We wanted to understand exactly how the business operated and what they wanted to say as a brand. We heard loud and clear - they wanted to help their customers to move on with their lives. This deep level of human empathy for their customers' situations was our key takeaway. A business that actually wants their customers to pick up the phone is a rarity today; we wanted to make this point of difference the hero of the piece.

The positioning we created and the new language of the brand works on this theme, giving reassurance and keeping everything simple and human. Visually we wanted to reflect the big personalities of this business by injecting some vibrancy and warmth, and by bringing the people we’re doing it all for, the customers, to the forefront.

What we did:
Brand Positioning
Brand Identity & Guidelines
Brand World
Web Design
Writing