New branding provides a more accurate representation of the business and its culture
London-based specialist finance brokerage Sirius Finance has unveiled a new brand identity as part of its ongoing evolution this year.
The company said the revamped branding offers a more precise depiction of its ethos and culture, highlighting a straightforward and honest approach, as well as presenting its team as highly experienced and professional.
Featuring the new strapline “Making the seemingly impossible, possible,” Sirius emphasises its dedication to turning plans into realities, regardless of complexity, leveraging the expertise, connections, and experience of its broker team.
The updated colour scheme aims to convey the brand’s strength and the reputation of the Brightstar Group, of which Sirius is a part, while also reflecting its ‘gold’ status as a trusted high net worth brand. Softer tones are employed to underscore the authenticity of the team, promote a people-centric atmosphere, and reinforce the commitment to collective responsibility.
The brokerage said the new branding has already been implemented on its website and will be integrated into its marketing materials.
Sirius Finance was established as a division of the Brightstar Group in 2016. In 2023, the group facilitated over £1.3 billion in specialist lending for clients, spanning complex residential and buy-to-let mortgages, bridging finance, commercial loans, development financing, and asset finance. It has become a wholly owned subsidiary of Brightstar Financial once again in November after reacquiring shares.
“Our exciting new branding reflects our collaborative and straightforward approach,” William Lloyd Hayward (pictured), managing director at Sirius Finance, commented. “Designed following extensive consultation with our staff and key partners, this new brand reflects our broader approach of evolution in our business as we further focus on the key priorities for the year ahead. We set out to live by our mantra, making the seemingly impossible, possible.”
Clare Jupp, group chief people officer at Sirius Finance, added that the brand refresh has taken the look and feel of the business into a new era.
“We are delighted with our new brand values which were developed by the whole team via an entirely collaborative approach,” she said.
Want to be regularly updated with mortgage news and features? Get exclusive interviews, breaking news, and industry events in your inbox – subscribe to our FREE daily newsletter. You can also follow us on Facebook, X (formerly Twitter), and LinkedIn.
