Protected: The Mortgage Works
Bringing to life a new positioning
The challenge
Part of Nationwide Building Society, The Mortgage Works is a long-time leading player in the buy to let mortgage market, with a mission that goes way beyond simply lending:
To be a force for good in pursuit of shaping the UK rental market for the better, by championing landlords through everyday support and tirelessly advocating on their behalf.
Up until this point The Mortgage Works’ had operated as two separate brands; one focused directly on landlords, the other on mortgage brokers – each with their own individual identities. To be able to fully deliver on the brand’s mission, The Mortgage Works recognised this needs to change. Our challenge was to create a single compelling identity with one voice and universal appeal.
The challenge
At a brand strategy and narrative level the new direction was aimed firmly at the end consumer – the landlord – and articulated most succinctly in the line:
Landlords. We’re with you all the way
Supported by a vision statement that speaks to a thriving private rental sector and recognises the vital role landlords play, and a set of refreshed values and personality traits, gave us the foundations needed for crafting a meaningful and distinctive visual identity.
As a visual identity system the new look is sophisticated and authoritative, yet approachable. The distinctive suite of assets evoke a premium professional service for both landlords and intermediaries, whilst bringing to life a personality that’s empathetic, authentic, passionate and supportive.
As part of the identity makeover a new logo was created. With an emphasis on simplicity, the refined font seeks to balance professionalism with a welcoming tone.
Colour plays an important role in the new identity. ‘Rich Green’, conveys a sense of authority and confidence, worthy of an established market leader with big ambition. The ‘Bold Orange’, arguably the most distinctive asset from the previous identity, is used sparingly to provide a spark of energy whilst retaining some equity. The addition of ‘Warm Shell’, a 10% tint of our Bold Orange, brings a calming tone to communications where required.
The collage-style illustrations work hand-in-hand with the messaging to capture attention and convey meaning at a glance. Photography, icons and infographics complete visual language to ensure a consistent and coherent presence across all touchpoints.
The results
Though early days, initial reactions have been extremely encouraging. The response to the internal launch, which provided an opportunity to reinforce The Mortgage Works’ position within Nationwide, was overwhelmingly positive.
Equally, the reception to date from both landlords and brokers alike bodes well for this brand that just goes from strength to strength.
As far as hard numbers, we will start to get an indication of the true impact of the rebrand within a few months through Project Mercury – a brand tracking syndicate evaluates brand image, recall and salience. Watch this space!
