About this project:

Michael Bencks, a dedicated mortgage lender, was seeking a fresh and distinctive personal identity. His aim was to craft a brand that not only stood out in the competitive lending landscape but also resonated with his core strengths and values. Michael is renowned for his commitment to building personal relationships, deeply understanding each client’s unique needs, and guiding them to the best loan products for their situations.

Our challenge was to develop a brand identity that would encapsulate Michael’s unique approach to mortgage lending – one that prioritized customer experience, treated clients like family, and communicated in an honest, straightforward manner. The goal was to move away from the bold, impersonal corporate branding common in his field, and instead, create something warm, inviting, and reflective of Michael’s personal touch.

The heart of Michael’s new identity is a logo that incorporates his initials in a design with rounded edges. This choice embodies an authentic and casual vibe, resonating with Michael’s approachable and friendly manner. The weight of the logo balances modernity with subtlety, creating an inviting yet professional appearance. The text is designed to be simple, clean, and user-friendly, aligning perfectly with Michael’s straightforward communication style.

As a versatile addition, the submark is crafted to excel on various platforms -– from promotional items and apparel to email signatures. It extends the brand’s reach, ensuring consistent visibility across multiple touchpoints.

The color palette is a thoughtful selection of warm neutrals, chosen for their upscale and welcoming feel, echoing the inviting tone of Michael’s brand. A pop of green adds freshness to the palette and creates a seamless link with his corporate company identity.

The patterns are a creative fusion of the corporate logo and Michael’s personal brand, offering flexibility for diverse applications. They are ideal for corporate events, custom tissue or wrapping paper, screensavers, and stationery, adding an extra layer of brand presence in various contexts.

This project captures the essence of Michael Bencks – a mortgage lender who stands out for his personal approach, relationship-building, and honest communication. The result is a brand identity that is not only visually appealing but also truly representative of Michael’s commitment to providing a family-like customer experience in the mortgage industry. It’s a brand that speaks directly to clients, inviting them into a trusted, professional relationship with Michael.