Fleet Mortgages.

Fleet Mortgages, a Starling Bank company, is a specialist buy-to-let mortgage provider who works specifically with intermediaries.

Brand strategyBrand identityDigital and technicalCampaigns and communications

"We set you and your team a big challenge last year and despite the hurdles we created along the way, you delivered. Thank you for bringing our new brand to life."

Sarah Todd. Marketing + Events Manager

Aligning after acquisition

Fleet Mortgages is a specialist buy-to-let mortgage provider who works specifically with intermediaries. Their business grew through the deep relationships they built with clients and their ability to manage more complex requirements. They appointed Valiant to develop a strategic brand solution after their acquisition.

Branding and website following acquisition

The company was recently acquired by Starling Bank. This presented an opportunity to reposition the Fleet Mortgages brand and identity to better align with that of Starling Bank. Both organisations had similar values but Fleet’s positioning wasn’t articulated clearly and its visual branding hadn’t been invested in. Our challenge was to build a brand strategy which leveraged from the Starling reputation while maintaining Fleet Mortgage’s operational independence. An identity which captured the deep relationships Fleet people have with their clients and partners and a website which provide flexibility and ease to update.

Key results

  • Clear positioning based on the strong client relationships the team at Fleet has developed
  • Positioning and identity which delivers a clear differentiator against competitors
  • Brand identity which aligns with Starling Bank to leverage from relationship, but retains independence
  • Branding to elevate Fleet Mortgages in their specialist sector
  • Devising architecture guidelines roadmapping the relationship between the Fleet Mortgages logo and Starling Bank lock up.
  • Photography of the Fleet team to support their relationship driven proposition – and engaging employees along the way.
  • Flexible, easy to manage site which you can view here
  • Website delivered in phases to provide complex calculator tool
  • Modular build enabling their marketing team to easily create specialist landing pages and easily update their mortgage products whenever they need to change quickly
  • Launch campaign using branded graphics and animations on LinkedIn providing clear audience communication and high engagement levels.
Learn more about the project

We delivered...


  • Market research
  • Competitor analysis
  • Interviews
  • Workshops
  • Brand audit
  • Brand strategy
  • Brand positioning
  • Brand architecture
  • Digital strategy
  • Key messaging
  • Tone of voice


  • Brand identity
  • Visual identity
  • Logo design
  • Website UX/UI design
  • Print design
  • Motion graphics


  • Brand guidelines
  • Brand application
  • Launch campaign
  • Launch materials
  • Digital campaign
  • Website development
  • E-marketing
  • Sales proposals
  • Marketing communications
  • Employee engagement initiatives
  • Photography
  • Content creation
  • Copywriting
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