Foundation Home Loans wanted to break away from outdated perceptions and position its offer away from the “adverse credit” end of the market. As the market was changing with self-employment, multiple income streams, and non-traditional financial profiles becoming more common, specialist lending was shifting to meet the needs of a modern economy. 

Our primary objective was to position them as a first-choice lender for specialist requirements. To do so, the brand needed a bold, clear message that showcased its expertise while shifting industry perception and positioning Foundation Home Loans as a go-to solution for brokers, for a broader range of clients including those with complex needs, by making their job easier and turning "unable” into “enable”. 

Our campaign was focused on reframing the conversation by introducing the brand as a problem solver. Instead of focusing on lending limitations, it highlighted solutions. The campaign message naturally evolved into ‘Solution Found’ - a powerful play on the brand name and its commitment to delivering flexible lending solutions.

To cement this shift, we created a confident, standout visual identity, using bold yellow highlights and CGI elements to reinforce clarity and ease. Underpinning the new visual identity, we built a message-first campaign, ensuring brokers immediately recognised Foundation Home Loans as the go-to specialist lender.

Activated across multiple channels to land everywhere brokers were engaging, the impact was immediate, with higher brand recall, more applications, and a fresh perception by successfully repositioning the brand as the ideal solution partner in front of the right audiences with the right messaging at the right times.