New name and look – same great team and personal service.
Project scope: Brand naming  \  Logo design  \  Visual identity  \  Stationery  \  Signage
The Mission
Stepping away from an existing franchise, the client approached us looking for a new company name and shiny new visual identity. It was essential that they were identified as trustworthy financial experts.
With a strong focus on servicing their customers, they fuse customer choice with fun, friendly and personal service. The name, logo and visual identity needed to express these messages in a professional and approachable way.
Target audience
 We need to appeal to: 
• First home buyers 
• Second-time home buyers wanting to upgrade 
• Refinancers 
• Investors 
• Those transitioning to retirement
Phase 1:  Brand naming
Discovery  \  Brainstorming  \  Registration
After the initial discovery briefing and competitor analysis, it was full steam ahead to the research and name brainstorming phase. A vital part of the process is ensuring that the shortlist of names is checked for registration and domain availability. 
Once the names were reviewed, Homeward Finance was born.
Phase 2: Logo and visual identity
Research  \  Mood boards  \  Sketches  \  Concepts  \  Presentation  \  Refinement  \  Delivery
Targeting a wide range of customers from first home buyers to investors and retirees, we designed a visual identity that conveyed professionalism combined with fun, friendly and personal service. 
After thorough industry and creative research, a series of mood boards were created to assist in setting the tone of the brand and making sure we were on the right track. Following mood board feedback, it was time to hit the sketch pads and generate ideas for the logo. 
Refined concepts along with photo-realistic mockups were presented to the entire team, feedback was gathered and final tweaks were made to the chosen concept. 
Once the logo was completed and delivered, we then designed a complimentary stationery suite (comprising of letterhead, business cards, with compliments slip and email signature),  as well as the external signage for the two office locations.
The Impact
Since rebranding as Homeward Finance, there has been a steady increase of new customers and refinancing applications – the team has never been so busy.

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