West One unveils new corporate identity

West One commissioned Ego Creative to refresh its logo and branding design, ‘re-skin’ its website and roll out a new communications campaign in trade media. 

The new brand identity demonstrates West One’s ability to help and support businesses operating in an ever-changing financial landscape.

Beginning with the logo, there is a new descriptor, replacing the ‘Loans’ moniker in favour of ‘West One Secured Lending’ which states clearly the company’s field of operations.  

The new external branding and identity is implemented through a new suite of specially constructed ‘brand landscapes’ which include fresh and contemporary graphics and represent the broader perspective of services West One offers.  

The new concept is carried through into an exciting new website design with continuing landscape themes, which are subtly reflected in the layout.  The website also contains new navigation tools and a centralised action window for displaying key business messages.

West One will formally introduce the new branding at the NACFB conference in Birmingham, the first time West One has attended.  In addition to their new identity, West One will show casing a range of new lending products and services designed to meet the growing needs of businesses and individuals.

Duncan Kreeger Chairman of West One comments:

“Our clients constantly face the challenges of a rapidly changing financial climate and we want to send out a clear and concise message through our branding and identity to show we have the knowledge and the expertise to help them. 

"I believe our new identity and website will make it easier for our customers to not only identify us but also understand clearly and precisely what we do and am very proud to announce the changes today.”

James Mason, Managing Director of Ego Creative said:

“West One’s visual identity and advertising needed to reflect their personality more strongly.  We wanted to make West One unique in their sphere of operation and have achieved this by taking a ‘Hyper-real’ approach. 

"We developed a series of environments that on first glance look familiar but on closer inspection reveal themselves as slightly unusual. 

"We believe this is an original approach for the financial market that will connect with the audience not only for its standout nature but also the relevance of the marketing messages, ensuring it delivers maximum memorability and impact.”