The Mortgage Lender
Rebrand
Challenge
Since it’s launch in 2018, The Mortgage Lender (TML) has been on a mission to help more people get on, or move up, the property ladder. We were approached to help define the brand’s ideology of ‘we stand up for the people that others don’t’ and to conduct a refresh of the brand. To be successful it had to unite the leadership team behind a clear mission and vision, inspire employees to deliver a common purpose and ensure that TML customers were engaged with the new brand proposition.
Approach
We undertook a series of brand workshops to get under the skin of the brand and define what really made The Mortgage Lender unique. It was vital we retain the energy and personality of the original brand but we had to ramp up the brand’s rebellious attitude within the brand identity. The ‘Real life Lending’ theme became an encapsulation of how TML helps real people, tackle real world problems with a range of products as diverse and relevant as their customers themselves.
Results
We created a brand that was as uncompromising as TML’s approach. A brand that challenges mortgage lending norms and almost jumps off the page with vibrancy and passion. With an electric colour palette, bold typography and a unique and distinctive voice, we celebrate the individuality of TML customers with multi layered storytelling imagery that reflects the complexity of their modern lives.
Discipline
Strategy
Branding
Activation
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