[ 01 ] Logo Design [ 02 ] Visual Identity [ 03 ] Colour System [ 04 ] Illustrations / Graphics [ 05 ] Social Assets

Industry Financial Services / Mortgage

Client Elio Mortgage

Buying a home is a big moment. Getting a mortgage should feel like a step towards it. Elio is rethinking the mortgage experience, bringing human relationships and technology together to make the process simpler and more connected.

We partnered with Elio and Kinetic to create an identity that reflected this ambition. Bringing warmth, energy and personality to a category often associated with complexity and stress, with the people behind every mortgage at its heart.

Making a different approach feel different.

Elio wanted to build a mortgage company around people. Our challenge was to translate that ambition into an identity that felt approachable, inspired confidence and stood apart in the industry.

We began by understanding Elio’s audience and exploring its place in the market. Through moodboards and brand worlds, we worked with the team to explore typography, colour, imagery and graphic directions. These conversations established a shared vision, which we developed through rounds of logo design before building the wider visual identity.

Mortgages can feel complicated and overwhelming. We wanted the identity to capture the optimism behind buying a home. Sunrise-inspired gradients bring warmth and movement, helping create a brighter, more reassuring feel across the brand.

The identity needed to feel welcoming and dependable around a major financial decision. We developed a sun-inspired symbol combined with an ‘e’, bringing warmth, energy and care into one recognisable mark. Approachable typography gives the brand personality, supported by clear layouts and a consistent visual system.

Elio’s ambition needed a distinctive visual presence. We built an expressive colour palette to help the brand stand apart, supported by graphic shapes inspired by house floor plans. These shapes connect the identity to the idea of home and give Elio a flexible graphic language to build on.

Human relationships are central to Elio’s approach. We reflected this through photography focused on everyday happiness, connection and life at home. Simple, memorable illustrations bring another layer of personality, creating a brand that feels accessible from the first interacti

A warmer welcome to the world of mortgages.

The result is a distinctive identity that brings Elio’s people-first ambition to life. The sun-inspired mark, expressive colours, approachable typography and human imagery come together to create a brand that feels confident, caring and optimistic.

Across social assets and brand communications, the system gives Elio room to be expressive while staying recognisable. An identity rooted in the idea that a mortgage is part of something bigger: a home, a new beginning and a life taking shape.