Movement Carolinas is a mortgage lending team based in the Charlotte, North Carolina area. They proudly service clients nationwide as part of the rapidly growing home finance lending company, Movement Mortgage.
The client sought to differentiate themselves from other lending teams within the area and within Movement Mortgage. The goal was to build team camaraderie and customer loyalty around a unique logo and brand identity without losing the brand equity found as being part of Movement Mortgage.
I developed a presentation for the client showcasing three distinct logo options with brand identity suggestions. All of the logos were designed with three constraints in mind to maintain connection to Movement Mortgage: utilize the same brand colors, incorporate the brand's iconic upward facing arrow, and include a sub branding tag line under the word mark.
Logo Concept 1: Around The House
This brand concept focuses on the human aspect of home ownership. It features distressed styling to the logo and text, and utilizes imagery that showcases the small human moments that make a house into a home.
Logo Concept 2: State Line
This brand concept is professional and strong. The design leans into the asymmetric nature of the logo mark with an intentionally weighted placement in the lower left corner within advertising and materials reminiscent of H&R Block. The imagery focuses on the aspirational house the client will soon purchase.
Logo Concept 3: On The Spot
This concept is clean and modern with subtle dimension. The nested layout of the wordmark allows the unique identifier of "Carolinas" to stand in the forefront. The imagery and messaging is designed to speak to business to business customers such as local realtors.
Sticker label design concepts for Movement Carolinas "BIC BOX" promotional giveaway project.
Stock photography sourced from pexels.com and unsplash.com.