Homewise
Branding, Product & Marketing
Homewise is a tech-powered mortgage matchmaker that launched to disrupt Canadian home buying and they needed a brand that would build customers' trust but still feel right as an innovator in the space. Through this project, we built everything needed to launch the digital product and a foundation for Year 1+2 marketing.
A blueprint for success
Joining the Homewise team from the beginning (before the name was even solidified) allowed us to collaborate on creating a brand that was easy to trust with the biggest investment of our customers' lives. Starting from brand pillars and core messaging hierarchy then building to colourful and humanist brand cues we conveyed Homewise as welcoming, honest, optimistic and a little unexpected.
Building off a foundation of simplicity
A lot of information goes into a mortgage application, so working with Homewise developers and brokers, we worked to streamline everything while adding fun and visual interest to otherwise dry sections of content entry. UI direction and process simplification lead us to a preliminary profile and completed application in under 5 minutes.
Brick by brick
Maintaining a consistent, trustable brand look and tone in the first two years was critical while marketing focused on acquiring customers and turning them into advocates. Everything from surprise-and-delight moments (like a bottle of champagne on closing) to the dynamically optimized ads the internal team churned out had to be on brand needed to align.
Ongoing renovations
Continuing as an on-demand Creative Director for Homewise has allowed us to keep the collaborative brand improving and evolving as we move forward into 2023 and beyond $20 billion mortgage dollars funded.
That also means more work will likely be added here as we go.
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CLIENTS: Homewise / DATE: January 2019 / LINK: thinkHomewise.com