Foundation Home Loans

A standout mortgage brand campaign

Deliverables: Creative concept / Design direction / Advertising / Animation

Foundation Home Loans - Brand campaign

The Challenge

Foundation Home Loans is a specialist mortgage lender and was looking to position its offer away from the 'adverse credit' end of the market. Instead of being viewed as a last option for brokers struggling to find a lender for their more challenging cases, they wanted brokers to turn to them for any specialist requirement.

The Insight

Our strategy was to take a fresh look at what 'specialist' meant in today's world where not all income fits traditional ways of working. With the insight that it's not 'not-normal' when someone doesn't tick all the mainstream lender's boxes, or has more complex needs and therefore struggles to get the mortgage they want from a high street lender – it's just modern life. Within this context, we wanted to promote Foundation Home Loans as making life easier by turning 'unable' into 'enable'.

The Solution

Our concept is based on making both the brand name and its straightforward, ‘problem-solver’ attitude, inextricably linked. The answer is pure simplicity: ‘Found’ is the beginning of ‘Foundation’, and ‘Solution Found’ is a powerful idea that signals the end of any frustration for advisers and their clients.

The brand identity and visual language is about dynamic simplicity – making the yellow brand colour have a life, whether that’s highlighting words, or through CGI objects that project the sense of making things happen in an easy and straightforward way.

All marketing channels were updated to reflect the new work, creating a powerful and easily recognisable external proposition.


The Results

The new proposition enabled standout in a crowded market place and consistently scored highly in broker advertising recall studies. This had a fast and direct impact on business levels for Foundation Home Loans.

Our work was also recognised by the leading industry publication Mortgage Introducer and won the coveted Marketing Campaign of the Year at their annual awards ceremony.



Increase in Brand recall in 6 months


Increase in mortgage application in 5 months

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