Hampshire Trust Bank

In this environment, the challenge for HTB was to create a campaign platform that clearly differentiated its approach. One that moved beyond functional product claims to articulate a deeper, more meaningful role: a lender that doesn’t shy away from complexity, but actively embraces it. And crucially, a platform that could unite Specialist Mortgages, Bridging and Development Finance under a single, empowering brand idea — without losing relevance or clarity at a divisional level.

This set a clear creative direction: momentum over process, action over assessment, and opportunity over risk. Positioning HTB as the lender that enables brokers to move forward decisively.

Three small words. One big promise

A single-minded proposition was established to guide all communications across Property Finance: Because HTB makes complex deals happen, you can seize every opportunity with total confidence.

And the creative response brought this promise to life in just three words: Go For More.

A short, sharp campaign anchor that works both as an affirmation, and an assertive call to arms – telling brokers that now is the time to focus on, and get, more. More confidence and more business (regardless of intricate needs), thanks to more understanding, more passion and more certainty from HTB.

Visually, the platform looks as bold as its messaging acts. ‘In your face’ typography grabs attention and creates a sense of urgency – with nuanced colour switches bringing each USP to life in its own right. 
Digital display and video is unapologetically high impact – made more disruptive still through dynamic animation bringing USPs to life in arresting ways.

In print, full-publication takeovers completely immerse readers in our message – from outer envelopes and belly bands to front and back covers. Consecutive-page ads let us land the Go for More story blow by blow. And 8-page foldouts allow us to tell it in full – delivering maximum impact in doing so.

A Go for More exhibition stand turns heads at every event and makes HTB unmissable. While premium, personalised DM packs deliver our message at a local level – through framed, location-specific maps to show the very places recipients can now Go for More.

Impactful, empowering executions all laddering up to the same benefit: Giving brokers the confidence they need to go out and seize every opportunity.

“Our strength has always been handling complexity, but this work articulates what that really means for brokers. It gives them confidence to go after more challenging opportunities, with HTB as a trusted partner at every stage.
Working with mark-making* was a genuinely collaborative process. They took the time to really understand how we operate, challenged us in the right places, and helped shape a campaign platform that is both compelling and meaningful — one that clearly expresses our role in the market and resonates with the brokers we work with.”
Andrew Bullock,
Head of Intermediary Engagement, Specialist Mortgages,
HTB