Visual Identity System
Brand Voice + Tone
Brand System Guidelines
Bringing a fresh, tech-forward approach to an antiquated industry.
When a young, energetic startup in the home lending space needed a brand for their fast-growing business, they commissioned us to help communicate their story to a more tech-forward audience. We started with strategy and naming, then built a cohesive visual identity that could easily translate to future digital and marketing collateral needs. Why cake? Everyone loves cake. Cake is fun. Cake means celebration. It also means easy. When you can have your cake and eat it too, you win. Cake plays into the positivity that infuses every aspect of the business, but it also speaks to how easy they make the mortgage process for their clients. Want to refinance your home? Save money? Build wealth? Treat yourself? Piece of cake.