Principals Develops Brand Strategy & Refreshed Identity For Valiant Finance
Branding agency Principals has developed a brand strategy, refreshed visual identity and tone of voice for business finance provider Valiant Finance.
Valiant helps Australian business owners find the best loan for their business. Using proprietary technology, business owners can explore their finance options online, while being supported by a team of experts. Working with more than 70 lenders, Valiant offers a seamless customer experience with the ability to submit a single digital application, regardless of the lender. The technology is intuitive, but the humanity and drive behind Valiant’s culture makes the experience truly memorable.
Having secured additional equity funding from ANZ and software giant Salesforce, Valiant was looking to kickstart the second phase of growth and strengthen its place in business lending. To help achieve the ambition of being the first place businesses turn to for finance, Valiant wanted to reset its brand to stand out in a fiercely competitive market.
Principals Strategy Director Moensie Rossier said: “Valiant is a trailblazer in business finance. In true challenger spirit, Principals helped Valiant identify its ‘enemy,’ which turned out not to be a lack of choice or time, but the emotional rollercoaster of stress experienced by business owners when applying for a loan. This set the tone and direction for the brand going forward.”
Principals worked closely with Valiant’s founders and team to develop a refreshed brand positioning, evolving the existing lion device to reflect the care Valiant’s people take to help businesses achieve their goals.
The new identity and aesthetic, created collaboratively with Valiant’s in-house designer, Rachel Dang, uses ‘negative space’ to show a lion with its cub, evoking a collective pride representative of Valiant’s tight-knit and resourceful team. To ensure Valiant’s roar was ready to be heard, Principals’ brand voice arm XXVI created a language framework that connects with the active mindset of the brand’s customers.
Valiant Co-Founder Ritchie Cotton said: “Principals was a fantastic match for our culture and values. Their mantra of making brand a force for positive change, the brands they had helped build through their Foundation work, and their get-it-done attitude resonated with us. Our new identity captures and conveys our core value of customer championship while accentuating the humanity that we bring to business finance, something we feel is too often missing these days. We’re now ready for the next stage of our journey, and ready to keep company with the biggest brands in finance.”
Latest News
Spinal Life Encourages Australians Living With Disability to “Take Life Back” In First Campaign Via 10 Feet Tall
Queensland-based non-profit Spinal Life has released its first brand campaign in partnership with Melbourne creative agency 10 Feet Tall.
Edward Macaulay Joins Emotive as Senior Art Director
Independent Creative Agency, Emotive, today announces the appointment of Edward Macaulay as Senior Art Director, further strengthening its Creative Collective.
Tinkerbell Is Putting Vegemite On Pizza
Over the years, VEGEMITE has been largely misunderstood across the globe, with Aussies often having to defend the spread and detail exactly “how to” best enjoy the stuff. But as it turns out, Australians have been getting it wrong this whole time! VEGEMITE and Thinkerbell ventured to food mecca New York to recruit Brooklyn Master […]
Levelling Up And Up: Tales From An ANZ Marketing Graduate
In this guest post, Dalal Nasser, graduate at ANZ, explains the challenges of starting a career in marketing in the COVID environm
Subway Makes Return To High Seas With ‘Sink A Sub’ Battleship Game
Subway has this week, officially launched its digital game Sink A Sub, with the first $10,000 prize already being awarded to a lucky recipient in Queensland. Subway’s Sink A Sub game is a user-friendly experience based on the infamous naval war board game Battleship. It was successfully launched for the first time in 2020 as […]
NITV Appoints Peter Noble To General Manager
National Indigenous Television (NITV) has announced the appointment of Peter Noble as general manager, to support the continued growth and evolution of the channel dedicated to First Nations voices and perspectives. Noble (pictured) a proud Girramay and Bandjin man, joins NITV with more than 20 years’ experience in the media industry, working across content disciplines […]
Donald Trump Set To Launch His Own Social Media Platform TRUTH Social
Donald Trump announces plans for his own social media platform. Melina to offer tips on how to look perennially sour.
Facebook Trademarks Names In Australia As Rumours Of A Rebrand Mount!
If you were to rank tech billionaires on hair, it'd go Musk, Zuckerberg, Gates, Bezos. Honourable mention Cannon-Brooks.
Nine Radio Network Records 11.07 Million Streams For September
These radio numbers certainly prove a renaissance in 'old media'. Then you only need look at the recent Hey Hey reunion.
Queen Of Aussie Pop Culture Abbie Chatfield Signs Podcast Deal With LiSTNR
Reality TV star, influencer and unabashed over-sharer Abbie Chatfield has signed with SCA to bring her hugely popular and fiercely candid podcast, It’s A Lot to Australia’s biggest audio content creator – LiSTNR. Chatfield’s never been afraid to call out bad behaviour or tell it like it is. And that’s just what people love about […]
Cheetah Digital Announces Major CM Group Merger
CM Group, a portfolio of martech companies focused on multichannel digital marketing, today announced its merger with Cheetah Digital under the CM Group name. The merger expands and enhances both CM Group’s and Cheetah Digital’s ability to deliver innovative email, omnichannel, personalization, and loyalty solutions. The combined company will own a broad array of technologies […]
Thursday TV Wrap: Gogglebox Wins Entertainment War, Growing Audience From Last Week
Gogglebox is always wholesome Thursday night fun. And certainly more wholesome than the pub's 'porn & prawn' night.
The OG Wiggles Are Guest Programming Iconic Music Show rage
The Wiggles set to program iconic music show rage & enabling fans to re-visit their 25-year hatred of The Cockroaches.
German Finance Reporter Hilariously Trolled By Cheeky Son During Live Cross
Here's one of those fun Friday stories B&T likes to run. Not like on our maudlin Mondays or our tumultuous Tuesdays.
Smart Accelerates CTV Growth Ambitions Via Publica Partnership
Independent ad tech platform Smart has announced a new partnership with connected TV (CTV) ad platform Publica to accelerate its growth ambitions. The integration is a major step in Smart’s commitment to building a scaled, vertically-integrated TV advertising platform for media buyers and sellers following its recent acquisition of global premium CTV demand-side platform (DSP) […]
TV News Network Calls In The Police After Mistakenly Playing Porn Instead Of The Weather Report
Thanks to the overuse of pixillation, this article seamlessly moves from extreme NSFW to mere gentle reprimand from HR.
The Hallway Extends Work With Streamotion, Creating Name And Brand Identity For News Streaming Service Flash
B&T is loving the new 24-hour news site Flash. And we will be loving it right up to the end of our four-week free trial.
ID Collective Snares Sportsgirl Account
B&T's editor is a huge Sportsgirl fan. Which is rather strange, because he's not particularly sporty.
Good Weekend Celebrates The World Reopening With Special ‘52 Weekends Away’ Edition
Good Weekend's '52 Weekends Away' allows you to spend the same on two-nights that'd get you flights and a week in Bali.
Edge Creates First Local Campaign For Nevro, “I Am Not My Pain”
Independent creative agency Edge has launched Nevro’s first local campaign, “I am not my pain”. Nevro is a medical technology company offering innovative solutions to chronic pain. Their HFX therapy has been available in Australia since 2011 and is a form of spinal cord stimulation (SCS), where an electrical device is implanted surgically near the […]
Dishing The Dirt On 10’s Upfronts With Beverley McGarvey & Rod Prosser
B&T has gone right to the coalface to get the lowdown on 10's Upfronts here. So expect a bit of the 'black lung' too.
“We’ve Got Massive Goals”: Meet The Foundation Working To Support NSW’s Most Vulnerable Women
As much as we love a porn weather story, B&T loves nothing more than reporting on bold initiatives like this one.
Seven Appoints Tara Carlon As Executive Producer Of Digital/Sport
Tara Carlon now left with few excuses in the office footy tipping comp after being named Seven's EP of digital/sport.
Apparent Tunes Up With Sydney Symphony Orchestra After Being Appointed Media Agency Of Record
B&T loves a bit of the Sydney Symphony. Although we have to admit we don't know our overtures from our virtuosos.
Bundaberg & Leos Enlist Comic Becky Lucas To Celebrate The Pubs Reopening
B&T is definitely celebrating the pubs reopening, and that's despite spending most of lockdown pissed.
Burberry Dazzles In Spectacular Spot As Models Literally Take To The Air
Burberry once again chasing the Millennials in spunky new work. Begrudgingly holding on to that whole beige/check thing.
IPG Unveils “Remarkable” 15% Q3 Growth
With COVID behind it and no gigantic meteors on the horizon, Interpublic predicting healthy growth into 2022.
Why Facebook’s Metaverse Will Transform Marketing As We Know It
Metaverse all set to usurp cookieless as the most overused word in the media and marketing industries.
NGINX Launches Parodic “Investigative Reporter” Campaign Via The Misfits
As a disclaimer, The Misfits is also the publisher of B&T. Proof we're both omni-dimensional & gluten strategic.
Pinterest Announces New Tools, Features and Experiences For Users
Pinterest has introduced a new suite of creator and Pinner products and experiences globally, as the platform continues to evolve to become home for the next generation of creators. At its second annual Pinterest Creators Festival, featuring Megan Thee Stallion and Storm Reid. Pinterest creators Kerin Rose Gold, Wendy’s World, Henri Purnell, Carolina Gelen and […]
