After a competitive pitch, Manchester-based insight-led creative agency If has completed a full rebrand project for leading independent mortgage specialist Acumen.
Acumen has helped over 50,000 new-build home buyers find the right mortgage. Working closely with housebuilders, the company can provide access to deals that aren’t available in the wider market.
If Agency’s managing director, Christian James, noted: “It’s a fantastic project. With over 25 years’ experience and a unique team, Acumen had all the building blocks ready – we just needed to make the brand relevant to today’s audience.”
If used a range of insight tools and worked with the client to build a new brand story before developing the new identity and rolling it out.
Customer insight helped reveal the truth behind what made Acumen stand out in its field. It became abundantly clear that Acumen provides a personal service that goes above and beyond. No faceless corporation or online process in sight; every single customer gets to meet their personal advisor and that same advisor is on hand to manage the process every step of the way.
Holding this in mind, a distinctive and personal rebrand was crafted across a range of consumer and trade focused communications, including a social campaign through Instagram, Facebook and LinkedIn. If also collaborated with Manchester- and London-based digital transformation specialists JB Cole to develop and launch an entirely new website proposition to sit alongside the rebrand.
Mark Francis, director of Acumen, commented: “We approached the If Agency because we understood that the development of our brand was key to the next stage of our growth. We were impressed with If’s approach to brand strategy and they backed this up with a wealth of insight on our product, our industry and our potential customers. They have really understood our business and have created a brand that truly brings us to life.”