The Equity Release Store Branding

Norfolk and Suffolk based Financial company Parklands wanted to branch out into equity release so they contacted me to brand their company and design a full corporate identity, along with further promotional material. They previously had settled on the company name 'The Equity Release Store'. 

With all branding projects it's important to do in depth research, so as a starting point I researched existing companies that specialise in equity release on a national level to see their style and how they brand themselves to their target audience. The target audience being homeowners aged upwards of 60 and their families. The Equity Release Store wanted to get across the message that they can do all the work to make everything as easy and as stress free as possible for their clients. They also wanted to be transparent and work with clients and their families on a personal to build a trusting relationship.  

Following on from my research and the goals set out by The Equity Release Store I knew the logo design had to have an appeal for not only the older generation of homeowners but also their middle aged next of kin. Therefore, I experimented on logos that steered towards being simple and trust worthy enough for the older generation but modern and professional enough for the generation that will follow. The reason being, that the decision of following through with Equity Release must be a family-oriented decision as it ultimately effects inheritance. Using simple forms of houses and elements of subtraction didn't quite get the intended message across as it created a negative outlook and I wanted it to be positive. 

Changing my thought process of having a simple icon, I switched to experimenting with typography. I liked the way that 'ease' was part of the word 'release' so I wanted to highlight this. The reason I used a smile was because I wanted to keep it positive and also because of the nature of Equity Release is to take money out of a property and use it enjoy themselves in retirement or use the money positively to help others such as getting on the property ladder or home improvements. 

Keeping with this notion of positivity I used green to promote this and to also be reflective of what the colour green represents. When choosing a typeface I didn't want it to have a traditional legal feel to it as I wanted to steer the design to a more simple and modern feel. Choosing a complimentary colour to the bright green, I opted for a dark blue, almost turquoise background to give a legal and trust worthy appeal. Rounding the edges of the smile and piecing all these elements together formed the final design. The final design was positive, modern and professional. 

Following the approval of the design, a full corporate identity was required and the logo and style was used to create letterheads, business cards, compliment slips and a range of promotional stationary to complete the visual brand. 

Using the branding to create a brochure was next on the agenda. The brochure would be used as a key promotional tool to explain the morals and ethos of the company and the journey and timeline that Equity Release takes.  

Working alongside a copywriter, I designed the brochure using the brand elements to make the copy easy to understand and non-congested. Sourcing and using images that projected enjoyment and happiness over family generations again promoted more positivity and visually showing how, financially, equity release could bring happiness to the entire family. 

Once the brochure was finished and ready to print, I chose it to be printed with a silk finish and not gloss. When researching different Equity Release companies and their brochures, gloss finishes seemed to be rife and I wanted the brochure to have a more upmarket feel of quality and stand out as I found the gloss style a bit tacky for the type of feel I wanted to create. This silk finish was also used on the business cards and other elements of the corporate identity. 

Being part of a weekly business network, The Equity Release Store wanted to promote their new venture. Pop up roller banners and leaflets were required at these meetings, therefore, the brand spread further across these promotional materials.  

Advertising in regional publications followed, and print ready advertising was designed to specific requirements to spread the image of the company. Collaboration with a digital marketing professional, we designed Facebook advertising and other web advertising to give the company an online presence.