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Precise

Removing jargon. Adding clarity.


Creating a brutally simple brand positioning and visual identity that goes beyond visuals, to a complete business refresh.

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.

Sector

  • Financial Services

Partner

  • K-Type

Expertise

  • Brand Identity

  • Brand Experience

  • Communications

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. ‘Boldly Vanilla’ is a creative concept that celebrate’s Precise’ 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-to-day basis.

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. 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 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 complications brokers and borrowers faced, and saying hello to the benefits of the new simplified approach.