Embracing Different, and owning it – Saffron for Intermediaries
Saffron Building Society wanted to refresh the brand identity of its intermediary mortgage business – Saffron for Intermediaries – and stand out in a competitive, criteria-driven market. The aim was to develop a distinctive brand platform, grow share of voice, and build the profiles of internal experts within key media and broker audiences.
Value delivered
225
pieces of positive coverage
147M+
opportunities to see
700%
increase in thought leadership
5
award nominations under the refreshed brand
A platform with personality
We developed the new creative around the idea of ‘Embracing Different’ – a bold expression of Saffron’s flexible, can-do approach to lending.
The platform was brought to life through:
- A striking chameleon motif
- A richer use of Saffron’s signature purple
- A refreshed tone of voice, balancing warmth with authority, and a hint of Saffron’s ‘quirkiness’
It was designed to work across all channels, with a build-once-deploy-everywhere approach – from press and social to web, internal comms and BD.
A distinct voice in a crowded category
Saffron’s brand refresh didn’t just boost visibility – it created a clear point of difference in a busy market.
The platform continues to support marketing, PR and broker communications, giving Saffron a more consistent presence and a cognisable identity that reflects its values and its ambition.
