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Brand Strategy & Activation

Client

National Mortgage Company

Project

  • _Brand platform / positioning strategy
  • _Logo, identity & livery
  • _Brand guidelines
  • _Information architecture & interface design
  • _Content management system
  • _Collateral rollout


nationalmortgage.com.au/
“Simplifying the complexity of the financial market and forging stronger consumer connections.”

National Mortgage Company exists in a highly competitive and saturated marketplace. In a field dominated by big banks and where messaging clutter has lead to consumer confusion; nmc required an elevated brand profile and simplified processes for consumers (mortgage and banking).

BACKGROUND
National Mortgage Company (nmc) is a well established and industry respected mortgage supplier and servicer. The company engages 3 primary markets including corporate, retail and wholesale / reseller partnerships. The company is known for superior customer service, innovative initiatives and an authentic style of conducting business.

CHALLENGE
National Mortgage Company exists in a highly competitive and saturated marketplace. In a field dominated by big banks and where messaging clutter has lead to consumer confusion; nmc required an elevated brand profile and simplified processes for consumers (mortgage and banking). Having come through the GFC in a better position than prior, nmc now found itself competing in a higher financial class. The business must now compete directly with small scale mortgage managers and nationwide banks, including; ANZ, Westpac, Suncorp, NAB and more.

STRATEGY / SOLUTION
The starting point for nmc was to define an efficient brand architecture; one that correctly defines nmc’s position in relation to their corporate, retail and wholesale markets. By creating a logical, economical portfolio structure, it enabled TUSK to develop a suitable re-brand. The re-brand required a friendly, strong, flexible contemporary and financial tone allowing the brand and its growth to transcend all 3 markets. The new brand identity communicates effectively with each of the 3 markets (B2B and B2C), strengthening loyalty and converting new consumers with greater ease.

APPLICATIONS
Brand Identity, Office fit-out and signage, Magazine, Collateral (forms, brochures, letters, certificates, agreements and more), Stationary (e-mail, letterheads, business cards, notepads, with compliments and more), Broker Kits, Settlement Packs, Promotional (pens, key rings, t-shirts and more), Online (website), Social, E-marketing system (database strategy, templates, execution and reporting).