Brand Identity and Strategy.

Mortgage Clarity were looking for a fresh brand identity to support their exciting business move to running a mortgage brokerage rather than working alone.

Mortgage Clarity offer simple, clear advice and guidance with no jargon, local knowledge and expertise for all kinds of buyers with a specific skillset in helping those with ADHD/ neurodivergence understand and navigate their mortgage process.

Our focus was on creating a clean and professional appeal that feels warm, inviting and calming to reflect Mortgage Clarity’s core brand values of clear, simple and friendly mortgage advice.

Key focus points.

Whilst developing the brand identity, there were a few key focal areas that informed the design decisions made:

Core Values

With a no jargon, clear, simple explanations approach, it was important the visual identity also felt calm, clear and created a sense of ease.

Clear Visual Cohesion

At Mortgage Clarity, customers come first. Ensuring the brand felt approachable, trustworthy and human was key to creating a welcoming atmosphere for customers.

Logo Legibility

The expert skills and knowledge provided by Mortgage Clarity let customers feel assured they are in safe hands. This sense of and expertise and professionalism was a driving factor throughout the design process.

The logo suite.

Mortgage Clarity’s logo suite has been carefully designed to create a clean, professional appeal that feels down to earth, welcoming and timeless effectively visualising Mortgage Clarity’s brand values.

Landscape.

Stacked.

Logo mark.

Word Mark.

The colour palette.

The colour palette creates a professional appeal that resonates a calm, clear atmosphere with eye-catching accents.

The theme of water is present within the colour palette introducing shades of blue that create a sense of ease and calming presence. Blue also represents loyalty and trust, building a dependable visual language.
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The bright yellow is a bold, eye-catching addition. The sunny shade creates a positive, warming atmosphere that compliments the cooler tones and attracts the audiences’ eye.

Ocean.

#132566
RGB: 19, 37, 102
CMYK: 100, 95, 30, 22

Bubble.

#f7f0e7
RGB: 247, 240, 231
CMYK: 2, 4, 7, 0

Sky.

#629add
RGB: 98, 154, 221
CMYK: 60, 31, 0, 0

Sunshine.

#f0aa0f
RGB: 240, 170, 15
CMYK: 5, 36, 100, 0

Ocean.

#132566

Bubble.

#f7f0e7

Sky.

#629add

Sunshine.

#f0aa0f

Key focus points.

The logo suite.

The colour palette.

Bring your project beyond.