A new name in British banking


The development of the Aldermore corporate brand was initiated in 2009, when banking was in crisis and the economic outlook for the UK in turmoil. Gabriel worked with the senior management team and AnaCap Financial Partners the specialist private equity firm focused on investing in the European financial services sector, following its acquisition of Ruffler Bank, Base Commercial Mortgages and Cattles Invoice Finance, which were re-positioned, re-named and re-branded by Gabriel as Aldermore.

Aldermore was positioned as an alternative, niche provider that would make available much-needed finance and mortgages to SMEs and offered savers a safe haven for their money, with consistently good rates and no gimmicks. The name, visual and verbal identities were created to support this over-arching proposition.

Unashamedly specialist

The brand development programme started with consumer and business research groups held around the UK to test different propositions and provided important insights into the needs of the target audience, which was profoundly disillusioned with the choices available to them.

At the time of its launch, Aldermore's CEO said: "Consumers and businesses do not buy into the misplaced belief of many banks that being big is best. In reality, big often means unfocussed, inefficient and insensitive to client needs. SMEs have had enough of dealing with banks which do not understand either their markets or needs. Aldermore intends to address this issue head on, by providing a service which is unashamedly specialist."

Aldermore has grown to become a profitable, award-winning business that continues to go from strength to strength.

Refreshingly straightforward, no gimmicks

Simple, clear and colourful, Aldermore's visual style supports the brand's 'customer-focused, refreshingly straightforward, no gimmicks' proposition. The brand programme ensured that all customer touchpoints would deliver a consistent brand experience, from initial telephone contact to welcome packs and ongoing communications.

The name, which was developed using Gabriel's proprietary name development process, was selected for its positive associations, combining an everyday word important to savers and SMEs alike, "more is good", with the name of a native British tree: "a pioneering species which grows quickly and thrives on ground neglected by larger trees."


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Consistently good rates; no gimmicks
Savings in safe hands
No hidden charges
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