Fleet Mortgages - a Starling Bank company

Developing a strategic rebrand and website following acquisition by Starling Bank

Aligning after acquisition

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.

Key results

  • Clear positioning based on the strong client relationships the team at Fleet has developed
  • Positioning and identity which delivers a clear differentiator against competitors
  • Brand identity which aligns with Starling Bank to leverage from relationship, but retains independence
  • Branding to elevate Fleet Mortgages in their specialist sector
  • Devising architecture guidelines roadmapping the relationship between the Fleet Mortgages logo and Starling Bank lock up.
  • Photography of the Fleet team to support their relationship driven proposition – and engaging employees along the way.
  • Flexible, easy to manage site which you can view here
  • Website delivered in phases to provide complex calculator tool
  • Modular build enabling their marketing team to easily create specialist landing pages and easily update their mortgage products whenever they need to change quickly
  • Launch campaign using branded graphics and animations on LinkedIn providing clear audience communication and high engagement levels.

"Thanks to all the team for their support. We set you and your team a big challenge last year and despite the hurdles we created along the way, you delivered. Thank you for bringing our new brand to life."

Sarah Todd, Marketing + Events Manager


  • Discover
  • Research
  • Competitor analysis
  • Brand strategy
  • Brand positioning
  • Web strategy
  • Values
  • Key messaging
  • Employee engagement strategy
  • Design
  • Naming
  • Tone of voice
  • Brand development
  • Website design
  • Marketing communications
  • Launch campaign
  • Launch materials
  • Packaging
  • Prototypes
  • Develop
  • Brand guidelines
  • Brand application
  • Website
  • Deliver
  • Animations
  • Brand guidelines
  • Brand application
  • Website
  • E-marketing
  • Sales proposals
  • Marketing communications
  • Industry report
  • Employee engagement
  • Social media
  • Photography
  • Video

We've got a reputation...



International B2B Marketing Awards: Brand Initiative

Clutch: No.1 Branding Agency

World Gin Awards: World’s Best Gin Bottle Design

Clutch: Top 5 Web Agency (UK)

Marcom Awards: Gold Award

Clutch: Top 5 Packaging Agency (UK)

Awwwards: 6x Honorable Mentions

The Manifest: Top 5 Branding Agency (UK)

Hermes Creative Awards: Gold Award

The Manifest: Top 5 Wordpress Agency (UK)