— The Logo Creative™ (@thelogocreative) February 12, 2018
With multi-million pounds worth of investment, Habito is a disruptive new mortgage service that combines artificial intelligence with truly impartial advice and support from genuine experts, for free. It’s a way smarter, way fairer approach to getting a mortgage.
With consumer trust in financial services at an all time low, Habito needed a fresh, authentic, and empathetic brand to cut through the establishment, and connect with people.
Expressing Habito’s purpose, the brand idea is born from the ‘little lift’ that Habito provides, by making the usually heavy, painful and arduous process of getting a mortgage, altogether simpler and easier.
The bold logo puts this emotional benefit at the heart of the brand, with the elevated ‘O’ lifting away from the other characters, while also helping with the pronunciation of the unique name.
We created a distinctive anti-gravity graphic language and calming visual world for Habito. Seemingly heavy forms are lifted-up to give them an unexpected floating feeling, reflecting the big idea at the heart of the brand: to lift away your mortgage worries.
The brand’s personality conveys the two sides of the business: the cutting-edge machine-learning that powers the platform; and the real people on the frontline, putting customers’ interests’ first.
This is brought to life through contrasting the highly-structured, machine-like quality of the Habito logo, iconography and typeface, with the hand-cut forms and natural colour-palette.
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