United Trust Bank reveals new brand identity

By Bridging Loan Directory 7th November 2024

United Trust Bank (UTB) has revealed its new brand identity, designed to build on its strong foundations and take the business into its next exciting chapter.

At the core of UTB’s brand is the belief that everyone can achieve more together, United, we go further.

The Bank has built its success on establishing strong personal relationships and close partnerships with brokers, housebuilders, developers and real estate investors, SMEs and individuals.

Its brand identity is designed to enhance this engagement with people, be it customers, partners or staff. It also reflects the energy, enthusiasm and creativity the UTB team applies to everything they do and, most importantly, how everyone achieves so much more when they work together.

UTB has produced a short video about its brand which you can watch HERE

The Bank worked with the award winning brand agency Saboteur to develop the new identity, building on UTB’s existing branding and reflecting its strong heritage and commitment to the personal connections the Bank has established with its brokers, customers and staff since the start of the Bank’s modern era, 20 years ago.

In 2004 the Bank had 15 staff and assets of just £10m.

Since then, UTB has grown into one of the most successful specialist banks in the UK, looking after the savings of around 60,000 personal, company and charity depositors and providing a range of specialist secured funding solutions including development finance, bridging finance, structured property finance, specialist residential and buy-to-let mortgages as well as asset finance.

Today the Bank has total assets approaching £4bn.

Harley Kagan, Chief Executive Officer of United Trust Bank, said:

“Our beliefs and service ethic remain the same, it is just a refreshed, vibrant and forward-looking identity delivering the values that have been critical to our success.

This exciting evolution builds on our strong brand foundations and reflects our commitment to the personal connections we aim to build with our staff and the customers and brokers we work with.

People and connections are at the heart of everything we do. At UTB we have always understood that it is not only what we achieve that matters but how we achieve it.

I am delighted with the clean modern brand identity that Saboteur has delivered. At the same time, they have made it a fun, energising and creative process.

I am excited to see how our new branding is received by our partners and customers.

By evolving our brand, we hope to communicate perspective and reliability, deepen the trust and loyalty we’ve built with our staff and customers, as well as ensure we remain adaptable to meet their changing needs.

Our new look will get us noticed and recognised in a competitive, fast-moving financial solutions market, emphasising people, connections and the power of strong relationships. United, we go further”.

Saboteur commented:

“While many organisations strive to be values-driven, few embody their principles as authentically as UTB.

They are a bank dedicated to helping people thrive, a spirit which is now captured in a dynamic new identity.

The collaborative approach, openness, clear vision, and engagement at every stage of the branding process helped to craft a brand strategy and identity that reflect both the Bank’s enduring values and future aspirations.

The result is a revitalised brand that enhances their competitive edge in the market and galvanizes and unites teams internally.

By updating the Bank’s look and feel, UTB have preserved the ethos that has underpinned their success to date, while equipping themselves to go even further in the future.”