Getting a mortgage nowadays can be a hassle. There are many hoops buyers have to go through to come in contact with a lender. Propd seeks to shatter that barrier. My duty was to communicate how Propd optimises buyer-lender transactions.

Brand Strategy

Messaging

Identity Design

Product Design

Signage

Mortgages can be complex and overwhelming. Propd aims to simplify the experience by providing clear communication and connecting with its audience. Every aspect of the brand identity, both digital and physical, is carefully crafted to achieve this objective.

When starting the project, I did comprehensive brand research to build the brand’s foundation. As part of the positioning process, I uncovered the brand's core attributes and foundations. Additionally, I determined the goals and challenges of the users. It was important to me to prioritize the brand's goals and those of its customers in order to ensure its success.

Since the real estate market is highly competitive, Propd needed a distinctive market position. Understanding the users and the brand's core values became the foundation for developing a unique strategic approach.

Propd's colour palette is calm and professional. The combination of green and darker blue shades creates a sense of friendliness and credibility. Tertiary muted colours complement the palette, enhancing its overall cohesion.

Propd speaks consistently and clearly. The baseline phrase, “Have you been Propd?” sets a tone of urgency and competitiveness. Propd aims to simplify the mortgage process quickly for its audience.

Creating a sustainable future for Propd required reconnecting the brand with its target audience and ensuring continued expansion in the housing market.

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