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.

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.