Consulting engagement · Mortgage brokerage · 2022
Timeless Mortgage
A new mortgage brokerage that needed a brand before its first borrower.
3rounds of logo concepts
1mark, built from a roofline and an infinity loop
Logo to launchguidelines, signage, website
3rounds of logo concepts
1mark, built from a roofline and an infinity loop
Logo to launchguidelines, signage, website
- Role
- Brand identity and launch website
- Years
- 2022
- Industry
- Mortgage brokerage
- Capabilities
- Brand identityLogo designVisual systemBrand guidelinesWebsite
Challenge
A new brokerage needed a credible identity aligned with its target borrowers before launch, and needed it fast: a mark that could sit on a storefront, a business card and a website header, and read as established on day one.
What I did
- Ran three rounds of logo exploration, from script marks and house icons to the final concept: the word TIME in black, LESS in red, over a roofline that folds into an infinity loop.
- Built the identity system: palette (black, white, red #ff2800, two greys), Lato type scale, lockups in horizontal and vertical, light and dark.
- Wrote the brand page: mission, values and the line "Excellent service never goes out of style."
- Applied it to storefront signage, business cards and a flip-clock motif, then designed and built the launch website with product, education and application paths.
What changed
- A startup brokerage that looked established from its first day in market.
- One identity system that worked across sign, card, screen and deck without redrawing.
Creative
From the campaign.
The IRMO Playbook
Timeless Mortgage ran the same four moves every engagement does: identify, roadmap, market, optimize.
IIdentifyRRoadmapMMarketOOptimize
How it works Next step
Running a lender, a brokerage or a branch?
Send a note No pitch deck. A reply within one business day.
