Esme Loans from NatWest

Brand, Digital

Huddle Creative were delighted to work with NatWest to create an exciting and engaging brand for a new direct lending service. Esme was created to help real businesses apply for a business loan online at any time, and offer businesses a quick decision and fast funding, through a straightforward digital application process. Huddle Creative helped NatWest to create a brand that truly reflected a product fit for the digital world.


We kicked off the project with a Huddle Hack, a fast paced and highly effective way of developing new brands and products, in September 2016 to help the team evaluate the essence of the brand, consider their positioning, key audiences and messaging.


The process was highly collaborative and we worked closely with the Esme team to build a brand platform, deliver designs for the website and marketing collateral and support the rapid development of the product.

Richard Kerton Director, Esme Loans Ltd, said “We were keen to develop a brand and tone that was quite different to the norm and Huddle really challenged and helped the team to take quite a different approach to achieve this”.


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