I was commissioned to produce full branding and identity design for JB Mortgages, an independent Mortgage Brokers in London.
We started with some extensive research into the broker industry, looking at trends, values, client expectations, competitors and more. This informed a clear strategy, which in turn guided us in developing a logo tailor made to succeed in the London Mortgage industry. The logo takes the concept of a bar graph showing growth and positive ROI, but cleverly combines this with a formation that brings to mind a cluster of buildings. Other supporting visual elements were developed, featuring formations of buildings in a similar style. Combined, the message is clear; JB Mortgages specialise in London property mortgages and help you save money.
As Mortgage Brokers, they needed to convey a sense of trust, as well as the fact they enable clients to save money, enjoy a smooth, easy process while receiving personal attention. It’s simply not possible for a logo alone to communicate all of that information clearly; which is where the combined efforts of the branding as a whole come in. They support and help convey these key messages in a way no single brand element could.
A brand book is so much better than a single logo, symbol or item of stationary… it’s essentially a recipe book, enabling you to produce consistent results again and again. Better than a recipe book; it lets you create these results in a range of different situations.
The brand book shown below outlines a number of design principles and guidelines, from typefaces and colours, to acceptable logo usage and graphic elements.
