01 / Branding
Brand Elevation
Financial services can often be seen as stuffy, or dry. After our initial brainstorming session we identified an opportunity to differentiate our branding by outlining the brand attributes as “Classic”, “Fun”, and “Modern”. The idea is to maintain professionalism while also being appealing to a younger demographic looking for information about finances.
Classic
Fun
Modern
02 / The Logo
Logo Mark
Font Details
Recoleta Alt
Roboto
Get Mortgage Funding’s logo mark is a custom mark built on the typeface Recoleta Alt.
The money tree insignia is the heart of the brand and also acts as a secondary mark.
This was a joint venture so we only created one iteration of this logo as we had 100% creative control over it.
03 / Colour Theory
Brand Colours
Tired of feeling blue when talking about finances? When it came to colour theory for Get Mortgage funding we wanted to look to the past for our “classic feel”. The inspiration behind the font selection was “old money” and a common colour palette used for that aesthetic is Green and Gold. That is the inception of where the palette originated. When thinking of a tertiary colour we wanted something that would blend well so we chose a lighter shade of green, almost emerald.
Primary
Dark Teal
#0B3D41
Secondary
Carrot Orange
#F09120
Tertiary
Jungle Teal
#51927F
04 / The Website
For our website development we really leaned on our research of industry leading websites. Impressionism is the sincerest form of flattery after all. Also, people are used to applying for mortgages in a certain way and there’s no sense in causing friction or disrupting that process. The aim of the website is to guide you toward our information to help users make an informed decision when choosing a mortgage. This is backed up by providing access to an Affordability Calculator.
Outcome
05 / Imagery
Cohesive Visuals
This project didn’t have a lot of budget so when it came to sourcing images for the site we had to get creative. We leveraged royalty free stock with a candid photography style. Get Mortgage Funding is dealing with sensitive topics of people’s homes and finances, so we generally wanted to use a softer approach to images, that represented family.
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