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Johnson Reed champions common sense lending with rebrand

Article Date: 2019-02-26

Independent business finance provider Johnson Reed has launched a refreshed company brand to demonstrate their human, common-sense approach to lending. The Stockport-based firm has been supporting clients with business finance solutions across their business journey from inception to development to growth, since 2005.

Johnson Reed’s refreshed brand logo symbolises the support provided across this journey through the curving ‘JR’ graphic. New vibrant product brand names and icons have been developed for Johnson Reed’s core services including: Lease it (equipment leasing), Flexi loans (business loans), Simply assets (asset finance), Quirky Kit (non-traditional assets) and Raving Fans (suppliers and introducers). The new product brands bring to life the added value in the different solutions on offer.

Managing Director Mark Johnson shares why the rebrand was a crucial strategic step in representing what their business stands for: "We want our clients to takeaway that we’re not like banks and many finance providers. We don’t enter your details into a predefined system for an automated response on whether you tick all the correct boxes. We will never simply say the computer says "no”. Our approach is common sense decision-making, person-to-person, business-to-business and our brand had to demonstrate that.”

Johnson Reed’s new website evidences the services on offer to customers from small to large including a 96% approval rate, 2-hour response time and £150m raised to date. Additionally, 95% of the firms underwriting is manual, informed by high-tech IT systems and an experienced, reliable team.

Johnson Reed appointed Macclesfield-based B2B branding and marketing agency, Embrace, to help develop the refreshed brand including value proposition, visual identity, brand assets, website design and launch campaign. Jamie Collier, Director, Johnson Reed said: "Embrace has worked closely with our team to find the best way to reflect our identity and ethos. They brought purpose, process and bags of creativity to help steer us though a brand evolution. We are delighted with the results and continue to work with Embrace drawing from their expertise and knowledge taking guidance on how we can best connect with our customers.”

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