Description:

Mortgage Mates partnered with us to develop a new brand identity. Their objective was to break away from a dated, corporate franchise identity and develop an authentic, 100% client-owned brand.

In response to the Mortgage Mates’ commitment to bringing a warm and inclusive approach to their industry, we developed a brand vision centered around helping people achieve mortgage wellbeing.

Through the brand strategy process, research revealed that social factors and media coverage had made first-time home ownership seem like an unattainable dream for the average New Zealander.

There was an opportunity for Mortgage Mates to change the conversation and positively redefine mortgage broker stereotypes.

We positioned Mortgage Mates as real, approachable people who make others feel at ease, while maintaining expertise and credibility. Integral to this proposition was a supportive “we’re in this together” mindset, regardless of how distant home ownership dreams might seem.

The design process was an exercise in staying true to the client’s authenticity. Each element of the visual identity reflects Mortgage Mates’ sincere, empathetic approach to their customers’ mortgage wellbeing.

The colour palette is inspired by North Canterbury, with the familiar greens of rural Aotearoa instilling feelings of comfort and of being home. The natural gradient of the landscape provides contrast, with a secondary green representing growth and new beginnings.

The custom wordmark matches the boldness of the client’s challenge to their industry, and the circular icon (‘M device’) represents the concepts at the heart of the brand: support, togetherness, and ongoing journeys.

The M device is reminiscent of a sunburst and a stamp of approval, and appears in part or in full depending on the application.

The ‘Let’s Get You Home’ campaign and selected brand collateral employ an obscured glass effect, inviting people to imagine the warm, secure home life taking place just behind the frosted glass. It’s an invitation to step into the next phase of their journey; while they may not be in their new home yet, their dream is within reach, and Mortgage Mates can help them get there.

Emerging from a corporate, sterile, and rigid framework, we created a fresh brand identity that radiates reassurance, warmth, and hope.

Ultimately, we see the new brand identity becoming a beacon of hope for first-time homebuyers, driving positive social change and helping more people achieve financial wellbeing.