United Trust Bank (UTB) has launched a new brand identity, aimed at supporting its ongoing growth and evolution.
The bank’s rebrand emphasises collaboration, with a message focused on achieving more through unity.
UTB’s approach has centred on building close relationships with brokers, housebuilders, developers, real estate investors, small and medium enterprises (SMEs), and individuals.
The refreshed brand identity aimed to reinforce these connections, aligning with UTB’s focus on teamwork and collective progress.
The bank partnered with brand agency Saboteur to develop the new identity, building on the bank’s existing brand and highlighting its 20-year history.
UTB has grown significantly since 2004, when it had 15 staff and assets of £10m.
Today, the bank manages nearly £4bn in assets and serves around 60,000 depositors, offering specialist financial services, including development and bridging finance, structured property finance, residential and buy-to-let mortgages, and asset finance.
Harley Kagan, chief executive officer at United Trust Bank, said: “Our beliefs and service ethic remain the same – it is just a refreshed, vibrant and forward-looking identity delivering the values that have been critical to our success.
“This exciting evolution builds on our strong brand foundations and reflects our commitment to the personal connections we aim to build with our staff and the customers and brokers we work with.
“People and connections are at the heart of everything we do. At UTB we have always understood that it is not only what we achieve that matters but how we achieve it.”
Kagan added: “I am delighted with the clean modern brand identity that Saboteur have delivered.
“At the same time, they have made it a fun, energising and creative process. I am excited to see how our new branding is received by our partners and customers.
“By evolving our brand, we hope to communicate perspective and reliability, deepen the trust and loyalty we’ve built with our staff and customers, as well as ensure we remain adaptable to meet their changing needs.
“Our new look will get us noticed and recognised in a competitive, fast-moving financial solutions market, emphasising people, connections and the power of strong relationships. United, we go further.”
Saboteur said: “While many organisations strive to be values-driven, few embody their principles as authentically as UTB.
“They are a bank dedicated to helping people thrive, a spirit which is now captured in a dynamic new identity.
“The collaborative approach, openness, clear vision, and engagement at every stage of the branding process helped to craft a brand strategy and identity that reflect both the Bank’s enduring values and future aspirations.
“The result is a revitalised brand that enhances their competitive edge in the market and galvanizes and unites teams internally.
“By updating the Bank’s look and feel, UTB have preserved the ethos that has underpinned their success to date, while equipping themselves to go even further in the future.”
