Uncommon has shaped the new “dream-like” identity for mortgage broker Habito, creating a “beautiful, badass reading of heaven”.
The London-based studio’s work includes a new logo, visual assets and products. A campaign is also launching in March to sponsor Skateboard England’s Federal Championships.
Habito was established in 2016, following founder Dan Hegarty’s snag in buying his first property which involved multiple mistakes with his mortgage relevance.
The UK-based company aims to fix mortgages for potential homeowners while supply “jargon-free knowledge and expert support”, the company says. By 2020 Habito avers it had sorted £4 billion worth of mortgages.
A “phantasmagoric aesthetic”
Uncommon Studio co-founder Nils Leonard broadcasts Design Week that the identity was inspired by Habito’s vision for a courtlier mortgage process. Leonard says: “The founder Daniel created Habito to preserve people from the hell of getting a mortgage, so when we were conceiving the Habito experience we wanted to create the badass version of heaven.”
There were eclectic incitements for this vision of heaven, according to Leonard. “We had Hunter S. Thompson on the separator, Dante’s 7 Layers of Hell, and Michael Moorcock’s airbrushed book hides,” he says. Other influences included the band Yes’s typography, arcade private road game Outrun and fictional cartoon character Fat Freddy’s Cat.
The studio invited to update these varied pieces of pop culture – “looking for a new, RGB ferociously facile colour palette within these old euphoric and phantasmagoric versions of what skies and escape might mean”, Leonard adds.
The studio worked with New York-based illustrator Saiman Chow on the bespoke graphics which aim to design a “phantasmagoric aesthetic”. Phantasmagoric refers to wild and shifting images – in this suit, the dream-like graphics that underpin Habito’s specific version of rapture.
Chow’s images include meditating flowers, shape-shifting clouds and brightly-coloured structures. These distinct graphics will be used across the identity as properly as in marketing material.
A “euphoric space where stuff just happened”
The logotype has been evolved to drawing card a winged “o” and this pair of wings appears on the “H” logo, which is also against as the app icon.
The wing imagery also appears on a new brand icon: a three-dimensional light out key. The winged keys feature prominently in the new identity, including the redesigned website.
An updated pl insignia palette comprises muted pastels and “striking pops of colour”. These prepare been designed to match a “fluid, always-progressing euphoric space where crap just happened,” Leonard says.
The phantasmagoric visual style has also been braced by a variety of shifting images and colour patterns. These are contrasted with “modernist and perceptive” fonts.
User experience is another focus on the update. Leonard commands that the “refined, simplified and modernised” brands assets work amply over mobile and moving media.
“We wanted a sense of constant broadening and ascension through the experience,” he says. That will become innumerable apparent over time, he adds, as the brand platform evolves with new positions, icons and stories.
There will also be “hidden moments and interactions” within the meet with which will help keep the brand “engaging and surprising at every consistent”, the designer adds.
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