#Removing <set color="#4b4b4b">jargon. Adding clarity.</set>
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Creating a brutally simple brand positioning and visual identity that goes beyond visuals, to a complete business refresh.

Precise

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##### In brief
In the UK, the specialist mortgage lending process is time-consuming, overly complicated and unclear. Time-poor mortgage brokers need speed, simplicity, reliability and transparency. 

As one of the leading specialist lenders, Precise Mortgages uses straightforward criteria and clear decision making to provide a range of dynamic solutions to customers often underserved by mainstream lenders, from the self-employed to those with adverse credit.

Precise Mortgages wanted to move its brand and business away from the traditionally overcomplicated lending process. Through first-hand research and insight into how mortgage brokers think and operate, we created a new brand, Precise, to bring brokers back into the heart of what they do, and redefine the business as the disruptive, category leading brand it deserved to be. 

##### What we did
In a sector where bright colours, cluttered design and flashy graphics are the norm, we developed a brand idea to ensure Precise stood out by powerfully capturing what they stand for. 

The new brand positioning and visual identity are led by the creative idea, ‘Boldly Vanilla’, a concept that celebrates Precise’s brutal simplicity and clear approach to mortgage lending. This goes beyond visuals, to a complete business refresh in what the brand stands for, defining all customer and broker touchpoints, and how it operates on a day-today basic. 

The first step. We changed the name from Precise Mortgages to Precise, echoing the brand’s desire to be concise and to the point. 

The logo is just the name. Set in the headline typeface, a bespoke cut of Motorway, it’s designed to be read at speed, perfect for time-poor brokers. 

The new brand imagery is “cut-out” to cut through. Everyday objects are shot straight on with no fancy lighting, shadows or effects. Straightforward images meet a playful and attitudinal TOV, reinforcing the brand’s passion to keep things simple. 

The brand colour is vanilla. A safe choice for an ice cream, but a bold choice for a brand. The hero colour contrasts the loud, vibrant colour palettes of many financial services brands, ensuring Precise confidently stands out. 

We worked collaboratively with the client’s in-house creative team to create and test this new identity with its target market in mind at every point. Following thorough testing, the rebrand included building new broker and customer websites. 

The brand launched in March 2024 with its ‘Hello Precise’ campaign, illustrating all the ways in which Precise has simplified their brand and lending processes by literally saying goodbye to all the unnecessary complicated brokers and borrowers faced, and saying hello to the benefits of the new simplified approach. Within the first week of launch, almost one million people were reached via the specialist mortgage trade press. 

> This isn’t just about launching a new logo or a flashy marketing campaign — we’re taking the opportunity to redefine what we stand for and how this underpins everything we do from this point forward. We involved our broker partners from the outset to ensure their industry frustrations and concerns were addressed and incorporated. Precise is at the beginning of a new journey and will continue to provide precisely the right lending products at precisely the right time.”
>
> *— Jon Hall, Group Managing Director, Mortgages and Savings, OSB Group*

In the UK, the specialist mortgage lending process is time-consuming, overly complicated and unclear. Time-poor mortgage brokers need speed, simplicity, reliability and transparency. Through first-hand research and insight into how mortgage brokers think and operate, we created a brand that brings brokers back into the heart of what Precise does, with a new positioning and visual identity led by the creative idea, ‘Boldly Vanilla’. A concept that celebrates Precise’ brutal simplicity and concise approach. 

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Case study film 

Design Bridge and Partners London creates a brutally simple brand positioning and visual identity for Precise. One that goes beyond visuals, to a complete business refresh.

Design Bridge and Partners | Precise

Superunion and Design Bridge come together to create Design Bridge and Partners. Redefining what design is and what design can do for brands, businesses, people and the planet. We are a revolutionary design partnership.

Design Bridge and Superunion come together to create Design Bridge and Partners. Redefining what design is and what design can do for brands, businesses, people and the planet. We are a revolutionary design partnership.

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Precise

Removing jargon. Adding clarity.