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Non-bank rebrands

by Staff Reporter10 minute read
The Adviser

Staff Reporter

One of Australia’s non-bank lenders has decided to revamp its look in a bid to attract greater business.

Yesterday, Homeloans unveiled its new branding strategy, which is said to reflect the company’s “dynamic progression”.

“Our business is rapidly evolving and this year we have achieved some strong milestones, including sharpening interest rates, decreasing get-in costs, increasing commissions and introducing a range of new products, not to mention the appointment of a new chief executive,” Homeloans’ national marketing manager Will Keall said.


“So it’s vital that our brand evolves accordingly.”

Two of the key components of the new brand are a new positioning statement – ‘Providing Solutions’ – and a refreshed logo.

“Our business proposition revolves around the solutions we provide to stakeholders – whether it be brokers or borrowers,” Mr Keall said.

“Everyone within Homeloans acts as a solutions provider, so it made sense that as well as being an internal philosophy our team members live by, it should be our new company motto.”

The new tagline is not embedded into the logo in order to give the company greater flexibility in the future, while the colour bar has been modernised and stretched to span the entire width of the logo.

“The colour bar is the primary component of our brand, which people recognise, so it was important for us to leverage this recognition. We’ve done this by increasing its size and making it even more contemporary,” Mr Keall said.

The new branding will take effect from 1 December this year, with the target to remove all old branding by February 2013.

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