ALAND Home Loans
Project Overview
This project involved creating a new brand identity and digital experience for ALAND Home Loans. The primary challenge was to position the brand as confident, trustworthy, and clear, appealing to a diverse audience including first-time buyers and new investors. The design needed to feel stable and professional while remaining friendly and accessible. By focusing on a clean, navigable structure and a supportive tone of voice, the goal was to simplify the complex journey of home ownership and empower users to make financial decisions with confidence.
Project Goals
- ✓ Develop a trustworthy brand identity that feels stable yet accessible.
- ✓ Design a clear, intuitive, and easy-to-navigate user interface.
- ✓ Establish a supportive, jargon-free brand voice to reassure users.
- ✓ Create a flexible visual system for all digital and print applications.
Design System Examples
Usage Guidelines
The logo must always appear clear, legible, and consistent. The primary logo is for most digital touchpoints.
- Clear Space: The minimum clear space is defined by the height of the “A” in ALAND. This space must be maintained on all sides.
- Minimum Size: For digital use, the primary logo should be at least 120px wide.
- Backgrounds: Never place the logo on busy, photographic, or low-contrast backgrounds. Use the reversed (white) version on dark backgrounds.
"Our goal is to guide people through one of life’s biggest decisions without overwhelming them. We’re here to simplify home ownership and show people that it’s within reach."
The Brand Voice
The tone of voice is clear, supportive, and grounded in real understanding. We speak with confidence, but never with arrogance, using language that is approachable, practical, and reassuring.
We write honestly and helpfully, without unnecessary jargon. This is reflected in our use of sentence case across digital platforms to create a calm, human tone. The use of lowercase for "home loans" in the logo is an intentional choice to make the brand feel supportive, not intimidating.
Satoshi Light
ABCDEFGHIJKLMNOPQRSTUVWXYZ0123456789
Satoshi Medium
ABCDEFGHIJKLMNOPQRSTUVWXYZ0123456789
Satoshi Bold
ABCDEFGHIJKLMNOPQRSTUVWXYZ0123456789
Usage Guidelines
The chosen typeface is Satoshi, a clean, modern sans-serif that balances professionalism with approachability. Its geometric structure gives it a quiet confidence, ideal for conveying clarity, trust, and stability.
As a variable font, Satoshi allows for flexible hierarchy across digital and print applications, from bold headlines to subtle supporting text, all within one cohesive and free-to-use type family.
Usage Guidelines
The ALAND Home Loans palette is designed to feel warm, modern, and approachable. It consists of four core brand colours, with supporting tints for flexibility and harmony.
For digital body text, #1E1E1E is used to ensure strong contrast and readability while being softer than pure black.
- Do: Use the Primary Accent Yellow sparingly for key calls-to-action. Pair Deep Green with Light Beige for a clean, high-contrast look.
- Don't: Use the accent colors for body text or layer colors with low contrast. Ensure accessibility standards are met.
Digital Presence & Platform UI
The brand system was translated into high-fidelity prototypes for the main marketing website and key user flows within the digital platform. The focus was on creating a seamless and reliable journey for the user, from initial exploration to loan application, reinforcing the brand's promise of clarity and support at every step.
Project Outcomes
Cohesive Brand Identity
The new system successfully positioned ALAND Home Loans as a trustworthy and approachable leader, with consistent application across all digital and print touchpoints.
Enhanced User Clarity
The user-centric interface and jargon-free copy created a more intuitive experience for home buyers, leading to increased engagement and confidence on the platform.
Strong Market Positioning
The final brand identity provided a strong foundation for marketing, effectively communicating ALAND's unique value proposition and simplifying home ownership.