Propd
Propd
Propd
Mission
Mission
Mission
Getting mortgages nowadays can be a hassle. Buyers have to jump through many hoops to contact a lender. Propd seeks to shatter that barrier. My duty was to communicate how Propd optimises buyer-lender transactions.
Getting mortgages nowadays can be a hassle. Buyers have to jump through many hoops to contact a lender. Propd seeks to shatter that barrier. My duty was to communicate how Propd optimises buyer-lender transactions.
Getting mortgages nowadays can be a hassle. Buyers have to jump through many hoops to contact a lender. Propd seeks to shatter that barrier. My duty was to communicate how Propd optimises buyer-lender transactions.
Getting mortgages nowadays can be a hassle. Buyers have to jump through many hoops to contact a lender. Propd seeks to shatter that barrier. My duty was to communicate how Propd optimises buyer-lender transactions.
Outcome
Outcome
Outcome
I developed a solid brand identity that disrupts and distinguishes Propd from its competitors. I captured this with a comprehensive brand strategy, which led to a brand system, messaging and other crucial identity collaterals.
I developed a solid brand identity that disrupts and distinguishes Propd from its competitors. I captured this with a comprehensive brand strategy, which led to a brand system, messaging and other crucial identity collaterals.
I developed a solid brand identity that disrupts and distinguishes Propd from its competitors. I captured this with a comprehensive brand strategy, which led to a brand system, messaging and other crucial identity collaterals.
I developed a solid brand identity that disrupts and distinguishes Propd from its competitors. I captured this with a comprehensive brand strategy, which led to a brand system, messaging and other crucial identity collaterals.
Services
Services
Services
Brand Strategy
Messaging
Identity Design
Product Design
Signage
Brand Strategy
Messaging
Identity Design
Product Design
Signage
Brand Strategy
Messaging
Identity Design
Product Design
Signage
Brand Strategy
Messaging
Identity Design
Product Design
Signage
Year
Year
Year
2022
2022
2022
2022
Summary
Summary
Disrupting the mortgage sector with Propd
Disrupting the mortgage sector with Propd
Disrupting the mortgage sector with Propd
Disrupting the mortgage sector with Propd
Mortgages can be complex and overwhelming. Propd aims to simplify the experience by providing clear communication and connecting with its audience. Every aspect of the brand identity, both digital and physical, is carefully crafted to achieve this objective.
Mortgages can be complex and overwhelming. Propd aims to simplify the experience by providing clear communication and connecting with its audience. Every aspect of the brand identity, both digital and physical, is carefully crafted to achieve this objective.
Mortgages can be complex and overwhelming. Propd aims to simplify the experience by providing clear communication and connecting with its audience. Every aspect of the brand identity, both digital and physical, is carefully crafted to achieve this objective.
Mortgages can be complex and overwhelming. Propd aims to simplify the experience by providing clear communication and connecting with its audience. Every aspect of the brand identity, both digital and physical, is carefully crafted to achieve this objective.
Starting from the core
Starting from the core
Starting from the core
When starting the project, I did comprehensive brand research to build the brand’s foundation. As part of the positioning process, I uncovered the brand's core attributes and foundations. Additionally, I determined the goals and challenges of the users. It was important to me to prioritize the brand's goals and those of its customers in order to ensure its success.
When starting the project, I did comprehensive brand research to build the brand’s foundation. As part of the positioning process, I uncovered the brand's core attributes and foundations. Additionally, I determined the goals and challenges of the users. It was important to me to prioritize the brand's goals and those of its customers in order to ensure its success.
When starting the project, I did comprehensive brand research to build the brand’s foundation. As part of the positioning process, I uncovered the brand's core attributes and foundations. Additionally, I determined the goals and challenges of the users. It was important to me to prioritize the brand's goals and those of its customers in order to ensure its success.
When starting the project, I did comprehensive brand research to build the brand’s foundation. As part of the positioning process, I uncovered the brand's core attributes and foundations. Additionally, I determined the goals and challenges of the users. It was important to me to prioritize the brand's goals and those of its customers in order to ensure its success.
Internal belief statement
Internal belief statement
Internal belief statement
We help home buyers and movers navigate mortgage services. Our goal is to ensure they feel confident and supported, knowing Propd is committed to helping them secure their ideal property. We aim to make a meaningful difference by guiding them through the home-buying process with personalised assistance.
We help home buyers and movers navigate mortgage services. Our goal is to ensure they feel confident and supported, knowing Propd is committed to helping them secure their ideal property. We aim to make a meaningful difference by guiding them through the home-buying process with personalised assistance.
We help home buyers and movers navigate mortgage services. Our goal is to ensure they feel confident and supported, knowing Propd is committed to helping them secure their ideal property. We aim to make a meaningful difference by guiding them through the home-buying process with personalised assistance.
We help home buyers and movers navigate mortgage services. Our goal is to ensure they feel confident and supported, knowing Propd is committed to helping them secure their ideal property. We aim to make a meaningful difference by guiding them through the home-buying process with personalised assistance.
Vision
Vision
Vision
We aim to transform the mortgage industry by simplifying your property acquisition journey.
We aim to transform the mortgage industry by simplifying your property acquisition journey.
We aim to transform the mortgage industry by simplifying your property acquisition journey.
Commitment
Commitment
Commitment
We aim to streamline the mortgage application process for buyers and lenders.
We aim to streamline the mortgage application process for buyers and lenders.
We aim to streamline the mortgage application process for buyers and lenders.
Brand naming
Brand naming
Brand naming
Positioning the brand
Positioning the brand
Positioning the brand
Since the real estate market is highly competitive, Propd needed a distinctive market position. Understanding the users and the brand's core values became the foundation for developing a unique strategic approach.
Since the real estate market is highly competitive, Propd needed a distinctive market position. Understanding the users and the brand's core values became the foundation for developing a unique strategic approach.
Since the real estate market is highly competitive, Propd needed a distinctive market position. Understanding the users and the brand's core values became the foundation for developing a unique strategic approach.
‘Onlyness’ statement
‘Onlyness’ statement
‘Onlyness’ statement
Propd is the only mortgage firm that offers brokering services for home buyers/movers in the UK, seeking fluid mortgage processes in the unavailability of seamless lender-buyer transactions.
Propd is the only mortgage firm that offers brokering services for home buyers/movers in the UK, seeking fluid mortgage processes in the unavailability of seamless lender-buyer transactions.
Propd is the only mortgage firm that offers brokering services for home buyers/movers in the UK, seeking fluid mortgage processes in the unavailability of seamless lender-buyer transactions.
Understanding the customers
Understanding the customers
Understanding the customers
When you approach Propd, you're more than just a client—you're part of our family. To create the best customer experience, we developed detailed target profiles. By uncovering their demographics, psychographics, challenges, fears, and dreams, we gained insights into how Propd can most effectively support and serve them.
When you approach Propd, you're more than just a client—you're part of our family. To create the best customer experience, we developed detailed target profiles. By uncovering their demographics, psychographics, challenges, fears, and dreams, we gained insights into how Propd can most effectively support and serve them.
When you approach Propd, you're more than just a client—you're part of our family. To create the best customer experience, we developed detailed target profiles. By uncovering their demographics, psychographics, challenges, fears, and dreams, we gained insights into how Propd can most effectively support and serve them.
Breathing life into the brand with visuals
Breathing life into the brand with visuals
Breathing life into the brand with visuals
Propd's colour palette is calm and professional. The combination of green and darker blue shades creates a sense of friendliness and credibility. Tertiary muted colours complement the palette, enhancing its overall cohesion.
Propd's colour palette is calm and professional. The combination of green and darker blue shades creates a sense of friendliness and credibility. Tertiary muted colours complement the palette, enhancing its overall cohesion.
Propd's colour palette is calm and professional. The combination of green and darker blue shades creates a sense of friendliness and credibility. Tertiary muted colours complement the palette, enhancing its overall cohesion.
Ethos
Ethos
Ethos
Propd's entire ethos is about creating mortgage solutions that are simple and quick. A mobile app that enables customers to efficiently access and manage mortgage services is crucial to this approach.
Propd's entire ethos is about creating mortgage solutions that are simple and quick. A mobile app that enables customers to efficiently access and manage mortgage services is crucial to this approach.
Propd's entire ethos is about creating mortgage solutions that are simple and quick. A mobile app that enables customers to efficiently access and manage mortgage services is crucial to this approach.
Verbal messaging
Verbal messaging
Verbal messaging
Propd speaks consistently and clearly. The baseline “have you been Propd” sets the tone of urgency and competitecy. Propd aims to simplify mortgage process quickly for their audience.
Propd speaks consistently and clearly. The baseline “have you been Propd” sets the tone of urgency and competitecy. Propd aims to simplify mortgage process quickly for their audience.
Propd speaks consistently and clearly. The baseline “have you been Propd” sets the tone of urgency and competitecy. Propd aims to simplify mortgage process quickly for their audience.
Brand communication and verbal messaging were crucial in conveying Propd's tone across both large-scale out-of-home (OOH) advertising and small-scale applications.
Brand communication and verbal messaging were crucial in conveying Propd's tone across both large-scale out-of-home (OOH) advertising and small-scale applications.
Brand communication and verbal messaging were crucial in conveying Propd's tone across both large-scale out-of-home (OOH) advertising and small-scale applications.
Future proof
Future proof
Future proof
Creating a sustainable future for Propd required reconnecting the brand with its target audience and ensuring continued expansion in the housing market.
Creating a sustainable future for Propd required reconnecting the brand with its target audience and ensuring continued expansion in the housing market.
Creating a sustainable future for Propd required reconnecting the brand with its target audience and ensuring continued expansion in the housing market.
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hello@thebrandrich.com
© Richard Ajayi 2025
hello@thebrandrich.com
© Richard Ajayi 2025