Big updates coming your way: what to expect and why we’re changing

Ritchie Cotton

Thursday, 16 July 2020

To our valued reader, client or partner: we’ve been working on something big and we can’t wait to share it with you.

Valiant started five years ago just like any other business. We were a small team, going through the rollercoaster of ups and downs every startup will be familiar with, and learning lessons along the way.

We’ve grown and changed significantly since then, expanding our team and building relationships with over 80 lenders to date. With so much happening, we knew it was time for an update.

Introducing...the New Valiant

In the coming weeks, you’ll see some exciting changes to our website and communications as we officially launch our new brand.

The new Valiant is still us, but with a fresh look and feel that better aligns with our values—the ones that have shaped and defined our team.

We wanted to give you a heads up before making any updates so that you can be a part of this transition. No surprises—we’ll keep you in the loop every step of the way.

We’re so excited to finally share the new us, with you!

Our creative process

We knew we wanted to update our look to show our true colours (quite literally) while creating an even more seamless experience for you. As a starting point, we reflected on the values most important to us.

Then we surveyed and consulted with the wider team, crunched numbers and brainstormed together to build the foundation of our new brand. To further develop our creative vision and get down to the nitty gritty, we worked with an amazing brand consultancy, Principals, in a series of workshops and meetings.

After months of brainstorming, tweaking and refining, we’re finally ready to reveal the new Valiant…

Bringing the human touch to finance

Building and growing a small business isn’t easy, nor is finding finance to help you get where you need to be. We know this because we’ve been through it—building a company from scratch, finding the right tools to grow, overcoming unexpected barriers and striving for success no matter how many sleepless nights.

We know how hectic it can get, which is why our number one goal is to make your life easier. We do this by finding tailored solutions and doing the heavy lifting while you focus on the bigger picture.

This personalised, humanistic side to finance is what we believe is missing in the current market, and we want to bridge that gap by making business finance accessible and streamlining the application process. With that off your shoulders, you can get back to what’s most important...whether that’s growing your customer base, running your business or building one from the ground up.

What changes will you see?

So, what does all this mean for you? You can expect to see a few changes over the coming weeks—we’ll look and sound a little different, but rest assured the faces behind our brand are still the same.

Our new voice

Your success is ours, and we’ve humanised our voice to reflect this. We’re also dialling up the energy with sharp, snappy copy because we know you don’t have time to muck around.

Our new logo

At Valiant, our team is known internally as The Pride because we’ve always thrived best together, while celebrating our differences and supporting one another.

That’s why our iconic lion has always been a big part of Valiant’s identity. It represents the wonderful people behind our brand—a close and caring team that has grown immensely. Now, we’re extending our welcome to the wider community.

It was important for us to keep this symbol of Valiant’s history—we’ve simply refreshed our logo’s design to unite past with present. Our lion continues to stand tall with confidence and pride, but if you look closely, there’s a new cub on the scene! Check out the before and after:

Our current logo:

[Image] - Old Logo

Soon to be:

New Logo

The two lions united reflect the sense of community, care and companionship we’ve worked hard to establish here at Valiant, both internally and externally. You might also see the occasional yellow ‘swoosh’ underlining our copy in all the right places—this is our new way of emphasising important messages in our headlines and content. So when you see it, you know we mean business.

The ‘swoosh’ in action, along with our new header font:

[Image] - Swoosh Example

Our new colour palette

When it came to choosing colours, simplicity was key. ‘Less is more’ was a common theme that came to surface during brainstorms, and we needed it to flow throughout the entire brand.

Our core colours are black and white to keep things neutral, with pops of yellow and green to highlight and accentuate.

[Image] - Primary Colour Palette

Our team most often associated blue and red with our company values (always putting our clients first and getting the job done) so we wanted to incorporate these into our brand’s palette as well.

[Image] - Secondary Colour Palette

We’d love to hear from you

For any questions, enquiries and feedback, here’s where you’ll find us.

[email protected]

We hope you enjoy our new brand in its full glory. Stay tuned for updates!


Ritchie is our CPO and a Co-Founder of Valiant. His number one mission is to make business finance easy for Australians, and help SMEs reach their full potential. Ritchie loves playing music and cooking Italian food, with risotto being his specialty!

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