Finify

Technology

Jun 28

Finify

Finify, formerly known as Mortgage365, was looking for a new visual identity to complement their new name and organizational goal of expanding their B2C marketing presence. Based in Colorado, Finify combines the convenience of a streamlined online process with the benefit of working with an expert loan advisor. To demonstrate their innovative and personalized approach to mortgage, my team and I created a unique and memorable brand through playful illustrations, a modern color palette, and an approachable, straightforward tone. The brand informed a new website, social media presence, and digital marketing strategy and implementation.

★ 2022 dotComm Gold Award Winner, Paid Media Design
★ 2023 Muse Gold Award Winner, Brand Identity

DELIVERABLES

Logo and Brand Identity, Illustration, Motion Graphics, and Digital Ads

Before

The previous visual identity did not communicate the client’s unique and personalized approach nor the ease of their online process.

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Process

Note: This project included a new visual identity only. The scope did not include a brand platform (mission, vision, values, strategic pillars, personality) nor a brand voice (nomenclature, tone, message themes, content examples).

1. Research & Discovery

Creative brief
Brand audit
Half-day discovery session with core stakeholders
Industry review
Competitor analysis

2. Logo Development

Information from previous stage informed the logo development phase
8 grayscale custom wordmark options
- Note: The client requested the logo to be in wordmark format only
3 rounds of revisions

3. Visual Identity Concepts

3 unique visual concepts to demonstrate how the brand can be applied using different color palettes, typography, and graphics elements
3 rounds of revisions