edeus – a new era in specialist lending
When Michael Bolton, CEO of HBOS's specialist mortgage arm, left to set up a new business the industry had high expectations. After months of a tantalising teaser campaign edeus opened for business.
The Gate was involved with the development of the brand from conception. Faced with the enormous task of naming the new company, we sought insights through our Brand Illumination model. We wanted to communicate the birth of a company and how we were occupying a space where previously there had been nothing. The name edeus was formed from 'e' for all things electronic, and 'deus' meaning creator. edeus would create a world of brand new mortgage solutions for the intermediary. With this idea of creation in mind, we created a logo, drew up the brand guidelines, designed all the literature and developed the advertising.
The company 'premiered' with a launch at the Odeon Leicester Square, the centrepiece of which was a 15 minute film written and directed by The Gate.
- Elemental Truth:
- A first – a business built completely around intermediaries
- Insight:
- Intermediaries feel their product and service needs are not being met
- Brand idea:
- Mortgage creators