Mortgage Mates partnered with us to break away from a dated, corporate franchise identity and develop an authentic, 100% client-owned brand. We created a fresh brand identity that radiates reassurance, warmth, and hope.
Our research revealed that social factors and media coverage had made first-time home ownership seem like an unattainable dream for the average New Zealander. Mortgage Mates had the opportunity to change the conversation and deliver a fundamental shift in how New Zealanders engage with the mortgage industry.
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.
In response to the client's commitment to bringing a warm and inclusive approach to their industry, we developed a brand vision centered around helping people achieve mortgage wellbeing. The central brand idea - "Feels like home" - evokes feelings of safety, security, warmth, and comfort, free of judgement.
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 a reminder that their dream is within reach, and Mortgage Mates can help them get there.
The brand’s intention is to bring empathy to a traditionally sterile industry and provide a friendlier, more accessible approach to home finance.
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.
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.
