Fleet Mortgages is a specialist buy-to-let mortgage provider who works specifically with intermediaries. Their business grew through the deep relationships they built with clients and their ability to manage more complex requirements. They appointed Valiant to develop a strategic brand solution after their acquisition.
Branding and website following acquisition
The company was recently acquired by Starling Bank. This presented an opportunity to reposition the Fleet Mortgages brand and identity to better align with that of Starling Bank. Both organisations had similar values but Fleet’s positioning wasn’t articulated clearly and its visual branding hadn’t been invested in. Our challenge was to build a brand strategy which leveraged from the Starling reputation while maintaining Fleet Mortgage’s operational independence. An identity which captured the deep relationships Fleet people have with their clients and partners and a website which provide flexibility and ease to update.
