Mortgage lender makes call to Bell

Bell Design has rung in a six-figure identity and brand positioning for Platform, a ‘one-stop’ mortgage product from the Britannia group that launches to independent financial advisers tomorrow.

Britannia has formed the brand from the merger of its Platform Home Loans and Verso lending businesses and the consultancy’s work involved the creation of various cross-media applications including a website, direct mail, advertising and promotional events in addition to the identity.

According to Bell creative director Simon Hall, the company has revamped its proposition to that of an ‘all status lender’, offering products ranging from standard mortgages to those designed for customers with impaired credit records. It differentiates its offer by requiring only a single form for all mortgage applications. This kind of service made the ‘one-stop’ offer an obvious brand proposition, he says.

Hall adds, ‘It’s the Ronseal approach. A cut to the chase style of communication seems to work quite well in this sort of market rather than subliminal advertising.’

Bell was appointed last December after a three-way creative pitch.