Preferred re-launch brand and core range

The lender undertook extensive customer research into the perception of the previous brand. It also based the new design on analysis of the lender’s positioning in the market place.

A Brighton-based branding consultancy Vision was contracted to create the new look.

Richard Maennling, managing director of Vision, said: “Preferred have worked with their staff at every level to create a better understanding of the brand, and they now have the tools to drive new marketing initiatives and unite the company around a practical and integrated brand identity.”

John Webster, managing director of Preferred, said: “The re-brand is far more than just a change of logo and the shortening of the name; the new brand better reflects the strengths of Preferred and the way we choose to do business.

“We are service-driven and people-focused, and our new company identity reflects our proactive, forward-thinking approach.”

John Rice, managing director of packager collective RAMP, said: “I think Preferred have chosen a modern and fresh new look for this re-brand. It reflects the sense of team work that I experienced when I recently did a presentation at their offices.”

Meanwhile the lender’s new core range includes a range of increased discounts available up to 2 per cent until the beginning of June 2006 and no remortgaging loading up to 75 per cent LTV.

Full details of Preferred’s new product range can be found at www.preferredmortgages.com