A brand to
drive business

Bright Collie developed the name, strapline, brand identity and visual toolkit for one of the UK’s largest, independent finance houses.


  • Research & Brand Audit
  • Brand Strategy
  • Brand Naming
  • Strapline Development
  • Messaging & Tone of Voice
  • Brand Identity
  • Website Design


Henry Howard Finance was established in 1996 to provide asset finance to businesses. Now more than 20 years on, the business has grown substantially, with over 40,000 customers base and over 150 staff.


The leadership team desired a bold, contemporary and distinctive brand, reflective of the company today and its aspirations for the future. A new name was required to aid with the positioning of the business and its strategic goals.

Brand Strategy

Following a series of Brand Positioning and Naming Workshops, we proposed the name Propel, which embodies the passion within the business and the ambitions for their customers in one simple name.


We developed the main brand identity and supporting visual system around the core brand values and the simple definition of Propel — to drive forward. The main identity formed the basis for an underlying grid for collateral and messaging.

Brand Application

We partnered with Propel to roll-out the brand identity and it’s activation and supporting campaigns across print, digital, promotional materials, exteriors and interior graphics.


Propel launched in December 2019 to wide acclaim in the asset finance sector. The brand toolkit provides Propel with a dynamic, engaging and confident brand identity system in support of their strategic brand positioning.

We engaged Bright Collie to guide us through a rebrand. We are delighted with the outputs. Bright Collie are easy to deal with, full of ideas, speedy workers and overall ultimate professionals who know their stuff. Highly recommend!

Julie Warren – Marketing & Partnerships Director, Propel Finance PLC