Esme Loans

A brand reinvention story




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 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”.

Richard Kerton