London, UK
First-time buyers and those with bad credit shouldn't feel intimidated before they've even started. The goal was trust, approachability, and a brand that stood apart from the industry — while simultaneously reflecting the founder's personality.
Warm. Confident. Completely human.
You know the finance brand look — corporate blue or purple, stiff typography, stock photos of houses and people in suits. We didn't want to do that.
We wanted to approach this from the perspective of a generation who find finance intimidating, even terrifying. How do we make mortgages feel less scary? How do we make it accessible to everyone — not just those who already know the system?
That became the creative brief. Two moodboard directions. Two completely different answers to the same question. The best idea won.
The finance industry has a look and everyone knows it. The challenge wasn't just creating something that looked different — it was creating something that felt different. Approachable enough for a first-time buyer, credible enough for someone remortgaging a portfolio.
The additional challenge was the founder's personality. Warm, direct & no-nonsense. The brand needed to carry that energy without losing professionalism.
The chosen direction kept the credibility of blue — a colour with genuine trustequity in financial services — but transformed it with contemporary typography,confident layouts and modern supporting graphics.
The result felt professional without feeling intimidating. Structured without feeling stiff.
INCLUDED
Visual Identity
Logo Suite + Variations
Colour Palette & Typography
Full Brand Guidelines PDF
Brand Compass Strategy
Social Media Templates
Business Stationery
EXTRAS
Website
Cutting Edge Mortgages now has a visual identity that actually reflects what they do — and who they do it for. A modern mortgage brokerage that builds confidence on first impression, stands apart from an industry that desperately needed someone to shake it up, and gives first-time buyers and those with bad credit a brand they can actually trust before they've even picked up the phone.
Strong foundation. Built for long-term growth. Zero boring blue suits.