Principals Develops Brand Strategy & Refreshed Identity For Valiant Finance

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.”

 




Please login with linkedin to comment

Principals valiant finance

Latest News

Archibald Williams Wins NBA Digital, Activation & Fan Engagement Accounts For APAC
  • Media

Archibald Williams Wins NBA Digital, Activation & Fan Engagement Accounts For APAC

Independent brand and digital agency, Archibald Williams (AW) has been appointed to lead the NBA account across the APAC region. The NBA is one of the most prestigious sporting leagues in the world and basketball is one of the fastest-growing sports in Australia. Effective immediately, AW said it was “excited” to work across all digital, […]

QMS Champions Creativity As First Most Contagious APAC 2023 Sponsor
  • Advertising

QMS Champions Creativity As First Most Contagious APAC 2023 Sponsor

Leading digital outdoor company QMS has announced it is the first-ever inaugural partner for Most Contagious APAC, the landmark London event by creative and strategic intelligence company Contagious, which will be showcased in Australia on Tuesday, 12 December in Sydney and Wednesday, 13 December in Melbourne. Most Contagious is an event that delivers key advertising […]

OMG’s Annalect First To Get Meta’s Advanced Analytics
  • Technology

OMG’s Annalect First To Get Meta’s Advanced Analytics

Omnicom’s data and analytics division Annalect has partnered with Meta, giving it access to Advanced Analytics (AA) – one of Meta’s privacy-focused measurement solutions – to provide Omnicom’s clients with future-proof, next-level measurement. Omnicom is the first holding company to have access to AA. AA allows advertisers to combine their first-party data with Meta’s ads […]

AKQA Launches Eco-Conscious AI DIY Assistant Encouraging People To Gift More Sustainably
  • Technology

AKQA Launches Eco-Conscious AI DIY Assistant Encouraging People To Gift More Sustainably

WPP’s AKQA has launched Fixmas.gift, an environmentally conscious AI-powered DIY assistant, affectionately known as Fixie, for a one-stop solution for all things repair. Fixmas.gift hosts an array of guides and inspiration to empower people to prolong the lives of their belongings or purchase pre-owned items that need a little love and care. Fixie can: Help […]

Marc Collister: AI & Automation Set To Revolutionise Creativity In 2024
  • Opinion

Marc Collister: AI & Automation Set To Revolutionise Creativity In 2024

Marc Collister (pictured) of P2 Content Creators spills the beans on his 2024 predictions drawing from two decades of experience in the advertising, film and television industry. I’m certain it will come as no surprise that in 2024, we can expect our industry to move at breakneck speed again. With even more rapid shifts in […]

Opinion

by B&T Magazine

B&T Magazine
Zeno Group Australia Bolsters Client Offerings With An Expanded Creative Services Portfolio & New Senior Leader
  • Marketing

Zeno Group Australia Bolsters Client Offerings With An Expanded Creative Services Portfolio & New Senior Leader

Zeno Australia has announced expanded creative design capabilities and the appointment of Jim Michell (lead image) to its senior leadership team. The new moves support strong growth in the region. Zeno Australia’s clients, including Abano Healthcare, Motorola and Yorkshire Tea, can now tap into a suite of creative design services to augment the agency’s work […]

Assembled Media Inks TikTok Creator Campaign for BIC
  • Campaigns

Assembled Media Inks TikTok Creator Campaign for BIC

Assembled Media, is drawing upon the creative power of TikTok Creator Marketplace to help generate unique, impactful content for iconic stationery brand, BIC. The social activation campaign titled ‘A Pen for Every Side of You’ promotes the flexibility of BIC’s 4 Colours pen and is active nationwide on the BIC Stationery TikTok account. The campaign […]

Big data and analytics visualization technology with scientist analyzing information structure on screen with machine learning to extract predictions for business, finance, internet of things
  • Media

IAB Launches Fourth Module In Its Marketing Measurement Innovation Series

IAB Australia has launched ‘Evolution in Market Mix Modelling’, the fourth module in its Marketing Measurement Innovation Series, which has been developed by IAB Australia’s Ad Effectiveness Council. The module explores what is driving the increased use of MMM and how the technique is evolving with advances in computing power and machine learning to provide […]

Aerial view of a coal fired power station with large cooling towers emitting co2 into the atmosphere. With its lights already turned on the power station is illuminated in moody twilight.
  • Media

Scope3 Expands Carbon Measurement Capabilities To Include DOOH Advertising

Scope3, the collaborative sustainability platform leading the decarbonisation of media and advertising,  announced the addition of digital out-of-home (DOOH) to its emissions measurement. With DOOH ad spending predicted to grow from $17B in 2023 to nearly $24B by 2028, measuring this channel brings us one step closer to understanding the total impact of digital advertising […]

January 14, 2023 - New York, New York, USA: 2023 NRF Big Show press conference with Composition 2024 NRF Singapore.    Photo by Ian Wagreich / © Ian Wagreich Photography
  • Marketing

Now Open For Registration – NRF 2024: Retail’s Big Show Asia Pacific

NRF 2024: Retail’s Big Show Asia Pacific, is now open for online registrations for the main conference. Jointly organized by the National Retail Federation and Comexposium, Retail’s Big Show Asia Pacific will take place from 11 – 13 June, 2024 at the Sands Expo and Convention Centre in Singapore and is expected to draw thousands […]