
Aldermore bank
The challenge
Key objectives:
-
Clarify identity
-
Stand out from competitors
-
Modernise perception
-
Drive growth
One of the UK’s largest challenger banks gave us the mission to overhaul their brand identity.
Aldermore pride themselves on opening doors for their customers. They wanted their brand to reflect their values and mission. We were tasked to make their brand feel more human and relatable.
The goal was clear: position Aldermore as a forward-thinking bank that truly connects with its audience in a highly competitive market.
Re-branding for the future
Our process
We set out to modernise Aldermore’s brand with fresh creative assets, new fonts, innovative social strategies, and a conversational tone of voice.
We kicked off with in-depth research to get a pulse on industry trends, customer preferences, and competitor moves. Working closely with Aldermore, we set clear objectives and zeroed in on areas for brand enhancement.
With these insights, we mapped out a strategic roadmap for the rebrand, complete with clear goals, timelines, and deliverables to drive the transformation forward.

colour palette


We were thrilled to partner with Abstract on our rebranding project, and the results have far exceeded our expectations. One of the standout elements was their use of brand coding - a strategic approach that allowed us to break away from the predictability of traditional marketing. By infusing our message into meaningful components like our sonic branding, vibrant colors, dynamic shapes, tone of voice, and powerful pattern imagery, Abstract helped us create a distinctive, memorable identity that help us stand out in an increasingly crowded marketplace.
Helen Steadman
Group Brand Manager
Aldermore


Solution
We delivered a refreshed brand identity that emphasised innovation, accessibility, and customer focus. The updated look featured bold new creative assets—logos, imagery, and design elements—that gave the brand a modern edge.
With a vibrant colour palette and a new image library, Aldermore’s visuals now connect with customers on a personal level, inviting them to see themselves in the brand.
Results / impact
The rebrand brought big wins for Aldermore: boosted visibility, stronger customer engagement, and an elevated brand perception.
The fresh creative assets and fonts revitalised Aldermore’s visual identity, while the new conversational tone helped forge deeper, more meaningful connections with customers.
300+ branded images
220+ licensed asset bank users


Conclusion
By infusing creativity, strategic thinking, and a human-centric approach into our rebranding efforts, we've positioned Aldermore as a standout player in the financial services landscape.
Through the introduction of fresh creative assets and fonts, alongside dynamic social media strategies and a conversational tone of voice, we've revitalised Aldermore's brand presence, distinguishing it from competitors and attracting a new wave of customers.
Our concerted efforts have not only rejuvenated Aldermore's brand image but have also solidified its position as a trusted financial institution in the digital age.