Mates Rates Mortgage Brokers
The past thirteen years in the lending industry has seen a lot of change. But one thing has remained the same – Mates Rates Mortgage Brokers putting people before profit. Mates Rates Mortgage Brokers is a business founded on giving back, leading the charge in cash back lending.
Previously, as with many brokers, Mates Rates’ branding focused on the 'what' and the 'how': the facts and figures. The new personality now connects its audience to their 'why'.
A complete brand overhaul was required along with a new tagline that could help explain their 'why'. Their cash back philosophy affords their mates, old and new, the luxury of spending more on the moments that matter by getting you ‘More For Your Back Pocket’.
Meet Arlo. The new geometric icon that reflects everything in the company name - a house and a friendly face, aka your mate. The new identity oozes motivation and excitement with a fair dinkum relatable look and feel. The logo animation was created by Frazer King.
The brand personality is a blend of corporate intelligence with subtle hints of the Australian tongue - reliable, direct, honest, relatable and humorous. The copy direction for the brand guidelines was written by André Liyanage-Denney.
With the 'why' starting to come to life, it was crucial that the imagery was artistic and emotional to support this. Therefore, two separate image directions were taken to support this idea. This amalgamation then formed the basis behind the bright and colourful illustrations used within the social media strategy - the creation of visual double entendres. The social media illustrations were designed by Chelsea Koetsveld.
View the complete brand guidelines.