Sirius Finance has revealed a new brand identity which it argues provides a more accurate representation of the business and its culture in 2024.

The London-based specialist finance brokerage says the new branding demonstrates its “straightforward, honest approach whilst showing the team as highly experienced, expert and professional”.

The new branding includes the strapline: ‘Making the seemingly impossible, possible’. This, according to Sirius, demonstrates its commitment to making plans become realities, however complex they might be, and is achieved using the expertise, contacts and wealth of experience of its “outstanding” broker team.

Sirius was launched as part of the Brightstar Group back in 2016. In 2023 the group raised more than £1.3bn of specialist lending for clients across complex residential and buy-to-let mortgages, bridging, commercial, development and asset finance.

William Lloyd Hayward (pictured), managing director of Sirius Finance, said: “Our exciting new branding reflects our collaborative and straightforward approach. Designed following extensive consultation with our staff and key partners, this new brand reflects our broader approach of evolution in our business as we further focus on the key priorities for the year ahead, delivering exceptional customer service, the widest range of products and solutions for our customers alongside our renewed people focused culture.

“We set out to live by our mantra, making the seemingly impossible, possible.”

Clare Jupp, group chief people officer, added: “Our brand refresh has taken the look and feel of the business into a new era, in a way that represents exactly what we do, how we do it and the kind of people who we are. We are delighted with our new brand values which were developed by the whole team via an entirely collaborative approach.”