Starting a business is exhilarating and daunting. For Froom Mortgages, the mission was clear – make mortgages simple, supportive and stress-free. But as a startup, they had no brand identity, no brand awareness and no way to show people why they should trust them with life’s biggest financial decision. They didn’t just need a logo. They needed a brand to give them credibility, cut through the noise, and connect emotionally with homeowners. A brand that could help them launch strong and grow fast. That’s what we built together.
From Standing Start to Standout
In an industry dominated by established players, Froom Mortgages needed to inspire confidence immediately – with customers, partners and communities alike. With no brand in place, the company was at risk of blending into the background. Which didn’t help their ambition to stand out and scale.
We uncovered the truth at the heart of Froom: they don’t just arrange mortgages. They remove stress, provide clarity, and give people the freedom to focus on what really matters – their future. The big idea was that mortgages don’t need to be complicated, with a line to back up that message – Mortgages made simple.
The Brand
We built the Froom Mortgages identity from the ground up – modern, clear and reassuring. The logo mark, a set of rooftops rising into an upward arrow, symbolises both home ownership and progress. The design system is approachable and professional, cutting through the clutter of a tired industry.
We gave Froom everything they needed to launch with confidence:
> A distinctive, trustworthy visual identity
> A clear, customer-first tone of voice
> A social toolkit to spark awareness and trust online
> A cohesive system built to evolve as they grow
