Priding themselves on good quality loans and a simple process, Freedom Finance wanted to reposition the business to distance it from any perceived link to pay day lending and to address current brand shortcomings with a new identity. The complete rebrand increased Freedom Finance’s loan applications by 30% year-on-year. By assessing buyer behaviour and understanding their concerns and worries, they created a design that symbolises calm as well as freedom, centred on an image of a cloud. This image is also assimilated through the simple, rounded typeface that’s softened and modern, giving them an approachable and professional look. The new identity was rolled out across TV campaigns, their website, stationery, and customer and lender touch points, creating a watertight story and brand. Year-on-year home owner applications have since increased by 30% and tenant applications have risen by 38%. Completed applications have also increased by 30%.