Aldermore relaunches brand

Aldermore relaunches brand




Specialist lender Aldermore has today announced the launch of a rebranding campaign for 2017.

The rebrand – which includes a new logo, imagery and strapline “Banking for the Bold” – has been developed with Aldermore’s target audience of “go-getters” is mind.

The new campaign was developed by brand and growth consultancy ZAG after conducting extensive research with customers and brokers.

Aldermore’s new logo

Aldermore’s announcement follows a series of specialist lender rebrands in late 2016, including Zopa and Octopus.

Pamela Brown, marketing director at Aldermore, said: “The evolution of our brand strategy reflects the extensive conversations we have had with our customers over the last year about their lives and attitudes to banking.

“While our previous brand resonated well, it didn’t reflect the bold, enterprising spirit of our go-getters.

“Therefore, we have taken a bold step to develop a new brand purpose and distinctive identity to better reflect what we do, which is to help people seek and seize opportunities.”

Aran Potkin, head of strategy for ZAG, said: “We are on an exciting journey with Aldermore.

“They want to reinvent the relationship people, especially entrepreneurs, the self-employed and SMEs have with their bank – one of partnership and respect.

“Our work on the brand is the first step on the journey to that.”

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