B2B + B2C

Mortgage Gym

Creating a brand identity for a technology start up to help them secure investment


Mortgage Gym approached Valiant to develop a robust brand strategy and identity to help bring their ground-breaking online mortgage service to market and attract investors. Our in-depth strategic positioning and user-focused creative work has seen them already attract nearly £6M in investment within a couple of years.

Key objectives

  • Create a powerful consumer-focused brand strategy and visual identity
  • Develop concepts and wireframes for the product that would help secure top-level industry investment
  • Work alongside other partners to establish marketing strategy and raise brand awareness
  • Extend the design concept to a wide range of platforms and endpoints, from mobile apps and online dashboards to printed material and advertising


The founders of Mortgage Gym had a brilliant idea to turn the mortgage market on its head. Fed up with the vast amount of paperwork required to process a mortgage, they looked at innovative ways to put the power into the hands of the consumer, helping them securely navigate through the process and find out what mortgages are actually available for them. Their disruptive approach to the mortgage market demanded an innovative identity backed by a solid strategy to reassure and connect them with their audience. The team needed a strong visual proposition to support their technology development plans to encourage, engage and invite investors to commit to enable them to bring their proposition to market.


The Valiant team spent many hours with Mortgage Gym learning the intricacies of the current mortgage market, learning about their technology ideas, discussing the opportunities and rationalising the proposition. Until we absolutely understood exactly what the platform was going to deliver and how it could transform the marketplace, how could we start on an appropriate strategy and identity? Our fascinating workshops included identifying all of their user types and what they would require from Mortgage Gym specifically – both from a consumer and broker perspective. This formed the basis of our brand identity direction, brand style for the online user experience and tone of voice. We developed four identity directions from which the current design was chosen, followed by developing brand guidelines to be adhered to as the business progressed.


The new identity has been embraced and was applied to standard stationery items, the web holding page and used to create a full investor proposal. The Mortgage Gym team has now raised £6m+ of investment funding. The service will now be able to offer eligible mortgage deals within one minute, regulated robo-advice and access to advisers. They plan to secure 10% of UK mortgage customers within three years. Look out for Mortgage Gym as it will be launching in the UK very soon.


  • 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

The proof

Investment achieved (£) 0 million within a couple of years

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)