The lender undertook extensive customer research into the perception of the previous brand. It also based the new design on analysis of the lender’s positioning in the market place.
A Brighton-based branding consultancy Vision was contracted to create the new look.
Richard Maennling, managing director of Vision, said: “Preferred have worked with their staff at every level to create a better understanding of the brand, and they now have the tools to drive new marketing initiatives and unite the company around a practical and integrated brand identity.”
John Webster, managing director of Preferred, said: “The re-brand is far more than just a change of logo and the shortening of the name; the new brand better reflects the strengths of Preferred and the way we choose to do business.
“We are service-driven and people-focused, and our new company identity reflects our proactive, forward-thinking approach.”
John Rice, managing director of packager collective RAMP, said: “I think Preferred have chosen a modern and fresh new look for this re-brand. It reflects the sense of team work that I experienced when I recently did a presentation at their offices.”
Meanwhile the lender’s new core range includes a range of increased discounts available up to 2 per cent until the beginning of June 2006 and no remortgaging loading up to 75 per cent LTV.
Full details of Preferred’s new product range can be found at www.preferredmortgages.com
