Born Ugly banks LHV brief

A creative agency has been appointed by a fast-growing bank to lead its brand development and campaign strategy.

Born Ugly has been appointed by LHV Bank on a three-year partnership to develop its brand platform and deliver integrated campaigns for its retail savings business.

The agency will support the bank as it looks to strengthen its market positioning and build a distinctive brand in a competitive sector. 

LHV Bank, which operates across retail, SME lending and fintech services, has seen rapid growth since launching in the UK, doubling deposits and loans in 2025.

Bosses say the partnership will focus on creating a scalable brand platform that can translate into consistent, impactful campaigns across channels.

With offices in Leeds, Manchester and London, Born Ugly was selected for its ability to combine strategic thinking with creative execution, helping bring the bank’s brand to life.

Clare Deacon, head of strategy at Born Ugly, said: “At Born Ugly we believe the real risk for brands isn’t rejection, it’s being ignored. 

“With the antidote to indifference being a brand-first approach, where brand drives everything a business does, making every action work harder. 

“There’s a proven link between strong brand work and commercial success and it’s something our clients are increasingly confident in. 

“Rather than managing multiple agency relationships, they’re looking for a single partner who can connect the dots, between brand, comms and campaign that makes the process simpler, more coherent and more consistent.

“With low levels of brand awareness in the UK, we knew LHV Bank needed to be understood before anything else. 

“So, we focused on creating meaning before scale. 

“Building a sharp, memorable brand platform that people will understand, relate to, and act on. 

“Not noise for its own sake, but a clear point of view on what banking should and shouldn’t be.

“What excites us most about the opportunity with LHV Bank is in how we tell this story, ensuring the ideas we create translate into campaigns that really deliver.”

Sally Rushton, head of marketing at LHV Bank, added: “We’re strengthening our retail offer and expanding savings products to bring laser focus to our proposition of fair value and clear rates for customers who want their money to work harder.

“Appointing Born Ugly as a brand and creative partner has been an essential step forward to help tell that story. 

“We’re excited to develop the brand platform and create campaigns that will support our next stage of growth.”

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