I started at Funding Options as Marketing Director in 2015 – although it had been running for a few years, Funding Options had no clear brand (or budget!).

In a few months, I had personally created the brand architecture for the company, leading with “real customers in real life scenarios“. The market was awash with obvious stock imagery to which customers didn’t really relate.
Rule #1 of the new brand website: any image of a person has to be a real customer or a real member of staff.

This approach served well over 3 years as we grew revenue every single quarter, while slashing cost per lead. The brand played a large part in that success.

In 2018, the business had reached the position of European category leader. We were delivering thousands of leads per month to an ever-growing sales team and had reached the top spot on Google for the search term “business loans”.

Meantime, most competitors were keen to copy our success – and our methods (and sometimes even copied our copy…). Suddenly, everyone was using real customer imagery. We felt it was time for a reset and to take us to a different emotional level.

Working with the agency Rooster Punk, we delivered the daring new ‘Walk Tall‘ brand.

New imagery, new logo, new colours, new language, new confidence.

The new brand focused on customer emotions – a rarity in B2B marketing and almost unique in B2B finance.

Growth accelerated and we won the Credit Strategy Rebrand of the Year.

Much of the brand has now sadly been watered down as the business changed focus during the Pandemic.

Elements of the brand remain, however, following the recent sale of the business and I’m very proud of the work my team and Rooster Punk delivered.